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Product evolution: a Darwinian or Lamarckian phenomenon?

Graham R. Massey (Lecturer in Marketing, Department of Management, Marketing and Tourism, University of Western Sydney‐Macarthur, New South Wales, Australia)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 August 1999



Examines the product life cycle (PLC) concept as presented in much of the marketing literature, and the implications of PLC‐based strategic action for marketing practitioners. A range of problems is identified with the PLC, and an evolutionary perspective for product management decisions is considered. Concludes that an evolutionary perspective is more appropriate than PLC‐based approaches, and proposes an evolutionary model known as “Lamarckism”, which is better able to account for the realities of product evolution than the Darwinian model.



Massey, G.R. (1999), "Product evolution: a Darwinian or Lamarckian phenomenon?", Journal of Product & Brand Management, Vol. 8 No. 4, pp. 301-318.




Copyright © 1999, MCB UP Limited

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