This analyzes business strategies for achieving sustainable growth and preventing internal competition, known as self-cannibalization, through successful product innovation and brand management. The first case study examines Hasegawa, which developed flameless electric incense by focusing on evolving customer needs for safety and convenience, consciously risking competition with its traditional products to capture an entirely new market. This strategy emphasizes the importance of prioritizing new value creation over protecting existing product sales when faced with market shifts. The second major example focuses on Nippon Ham’s Schau Essen sausage brand, which strategically expanded its product line and usage methods to appeal to younger consumers. This brand extension was successful because the company strictly maintained its fundamental core brand values (such as specific texture and flavor) while demonstrating flexibility in all other areas to meet modern consumer lifestyles. It advocate that companies must use keen consumer insight and strong brand foundations to embrace necessary change and product evolution.

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