The product strategy for seasonal products

Abstract

Purpose

The purpose of the paper is to exemplify the product management of seasonal products.

Design/methodology/approach

Comment on existing literature.

Findings

The comment synthesizes literature on an uncommon product strategy issue.

Research limitations/implications

As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn in the case may have limited applicability.

Practical implications

The comment depicts the process that one firm uses to link product introductions to seasonal events.

Originality/value

The comment describes an approach to product strategy that maintains customer interest and involvement with a complex product line.

Citation

Pitta, D.A. and Scherr, B.G. (2009), "The product strategy for seasonal products", Journal of Product & Brand Management, Vol. 18 No. 2, pp. 152-153. https://doi.org/10.1108/10610420910949059