Some Dangerous Axioms of Production Elimination Decision‐making

Abstract

Questions the tendency to associate the product‐elimination decision only with ‘weak’ products, in addition to the desirability/relevance of comprehensive and systematic product elimination procedures and the necessity for formal product elimination programmes. Points out, however, that herein the objective is not to pour a critical scorn on basically useful guidelines and valuable work, nor is it to propose a new theory. Focuses on rational, formal, ethical and dynamic aspects of the product elimination process and bases the study on three stages: a pilot study; an interview survey which involved 20 in‐depth company interviews, ranging from two days to one week duration each; and a mail survey, which resulted in 94 completed mail questionnaires — which constitutes a 31 per cent response rate. Sums up by indicating that the recorded experiences have indicated that there is a need for much deeper analysis into produce elimination theory and company practices.

Citation

Avlonitis, G.J. and James, B.G.S. (1982), "Some Dangerous Axioms of Production Elimination Decision‐making", European Journal of Marketing, Vol. 16 No. 1, pp. 36-48. https://doi.org/10.1108/EUM0000000004800