Cannibalization Innovative strategy in IT industry of Iran

Aim and Introduction: A Cannibal corporate is a corporate that introduces a new product line or product that actually competes with one of its existing product lines to gain market share. The technology industry known for this strategy. They do this to stay ahead of the competition. Firms offer multiple related products for three major reasons; first to provide variety to their consumers, second to capture maximum market share and third to competitive pressure, but sometimes the new product not positioned as a variety product and start competing with company old product so the concept of cannibalization started. The aim of this research is Conceptualization and presentation willingness to cannibalize model in the IT industry. The process of developing a new product has a great impact on the performance of a company. Identifying and predicting cannibalization is an integral part of strategic decisions about introducing new products. Because the intensity of competition is so high, especially in the IT industry, only companies can succeed in this market and in fact have a more effective market performance, which can be constantly innovated and move faster than competitors have. As mentioned, one of the most widely used innovation strategies in the world is cannibalization strategy. Therefore, in this study, the strategy of using the dimensions of the Willingness to cannibalize in order to improve the overall market performance of companies is proposed.Methodology: The present research based on the applied purpose and in terms of research design, quantitative, descriptive-analytical method and correlation. The main tool for data collection was a questionnaire. In order to assess the validity of the research tool, a questionnaire was provided to experts (12 professors of management at the University of Tehran). To assess the reliability of the questionnaire, Cronbach's alpha calculated by using SPSS software and also the combined reliability was calculated that the values ​​for all variables were above 0.7 and as a result the questionnaire had acceptable reliability.The statistical population of this study is companies active in the field of IT and ICT in the three metropolises of Tehran, Shiraz and Tabriz and its volume is 600. First, according to Krejcie and Morgan table, 234 samples were selected and in the second stage, the necessary samples were selected from each city using stratified sampling. A total of 510 questionnaires were distributed and finally 2