The validity of the product life cycle in the high‐tech industry

Abstract

Posits that, as the pace of change has accelerated rapidly and created unprecedented uncertainty in the markets of this decade, many companies have needed to dispense with existing, once reliable, practices in order to remain competitive. Suggests that the efficacy of one particular marketing tool, the product life cycle model, has been questioned, by various writers in the academic and business press, with regard to the general applicability and validity of its assertions and the claim it makes to be able to predict the marketing strategies that should be applied at different stages of a product’s life. Explores the arguments for and against the validity of the product life cycle model as a marketing tool in this present, dynamic environment.

Citation

Michelle Grantham, L. (1997), "The validity of the product life cycle in the high‐tech industry", Marketing Intelligence & Planning, Vol. 15 No. 1, pp. 4-10. https://doi.org/10.1108/02634509710155606