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| Author: | Mercer, D. |
| Title: | A two-decade test of product life cycle theory |
| Journal: | British Journal of Management
1993 : DEC, VOL. 4:4, p. 269-274 |
| Index terms: | TESTS LIFE CYCLES THEORIES RESEARCH |
| Language: | eng |
| Abstract: | The product life cycle (PLC) has represented a central element of marketing theory for four decades. Following its development in the 1950s, and its subsequent popularization in the 1960s, it has remained a stable feature of marketing teaching; despite evidence of its limited applicability and the growing awareness, amongst leading academics at least, of its flawed nature. This paper critically re-examines its practical value in the light of the 20-year history of 929 brands spread across 150 fast-moving consumer goods (FMCG) markets in the UK. |
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