Mature Markets and Revitalization Strategies: An American Fable
Business Horizons, Vol. 34, No. 3, pp. 39-50, May-June 1991
Posted: 27 Feb 2012
Date Written: 1991
Viewing the product life cycle as an evolutionary process argues against "tailoring" strategies to fit the product's stage. More realistically, management should recognize that the strategies they (and their competitors) implement will themselves shape the PLC. Thus the PLC is not a fait accompli but rather a reflection of the competitive, technological, and market characteristics faced by the companies.
Suggested Citation: Suggested Citation