search query: @indexterm new products / total: 1069
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| Author: | Gardner, D. |
| Title: | The product life cycle |
| Journal: | Unternehmung
1987 : JUN. VOL. 41:3, p.219-231 |
| Index terms: | PRODUCT LIFE CYCLE NEW PRODUCTS PRODUCT DEVELOPMENT |
| Language: | eng |
| Abstract: | The attractiveness of product life cycle concepts. The evolution of their theory and practice. The varied and diverse literature written on this subject is reviewed. The criticism is discussed according to the main categories of objection. Some supporting research evidence are examined from the field of advertising, pricing policy, and new product development. The product life cycle concepts proved to be useful in determining business /marketing/ strategy. It helps conceptualize the growth patterns of products. We know little about the early stages of growth and the diffusion of innovation. There seems to be a common consensus that the product life cycle has descriptive value but very little prescriptive value. |
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