The application of product life cycles to corporate strategy: some research findings

Abstract

Shows how decision making can be improved in such areas as programming the technical development and market launch of new industrial products. Declares that the concept of the product cycle is well known in the field of consumer goods marketing. Contends that the product life cycle is the graphically presented history of the sales and profit performance of a product from its development and market introduction, to its decline and discontinuation. Backs up the statements within using comprehensive figures and diagrams. Summarises that, in attempting to extend product life cycles, attention may have to be devoted to a marketing strategy based on changing the image, or value ascribed to a product by the customer through advertising and pricing policy.

Citation

Cunningham, M.T. (1969), "The application of product life cycles to corporate strategy: some research findings", European Journal of Marketing, Vol. 3 No. 1, pp. 32-44. https://doi.org/10.1108/EUM0000000005206