The Identification of Weak Industrial Products

George J. Avlonitis (University of Strathclyde)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 1986


Discusses product line change ‐ the process by which a company alters its product offering ‐ and how it is one of the most important kinds of business activity. Suggests that product modification and product elimination decisions be treated together as two amongst a number of alternative courses of action. States that the concern is with the “weak product identification” stage of the product modification/elimination process. Posits that there are a number of key performance dimensions/criteria though some of the approaches in this category are concerned only with identifying weak products. Aims to put forward some empirical evidence with regard to the identification of weak products. Implies, in conclusion, that the study indicates that the identification of weak product activities does not resemble the normative models in this area. Identifies that further research needs to be conducted and that these researches should include performance measures to allow normative conclusions to be drawn, perhaps using company interviews



Avlonitis, G. (1986), "The Identification of Weak Industrial Products", European Journal of Marketing, Vol. 20 No. 10, pp. 24-42.

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Copyright © 1986, MCB UP Limited

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