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Volume :13 Issue : 4 1985      Add To Cart                                                                    Download

The Product Life Cycle Concept between Theory and Practice: An Analytical study to the Viability of the Concept as a Tool in Guiding Product-related decisions

Auther : Abdel – Fattah L-Sherbini

The Product Life Cycle (PLC) has gained popularity as an important concept in the planning of marketing and, particularly, product related aspects since 1958. However, the last eight or so years have marked the appearance of a trend which questioned the concept and castled doubt over its practical value.

In response to this trend the present study provides an assessment to the PLC concept and to its practical viability. In so doing the study begins with a literature review to the scope of the PLC research to pinpoint the problems which have been considered as of impact upon the operation alization of the concept. The second part of the study provides some suggestions which regard a great importance in redesigning the practical assumptions of the concept and consequently in making it mere appropriate from the point of view of the environmental conditions that surround business firms at present.

Finally the study ends by a number of propositions as for how to apply the concept and make use of it in practice. These propositions together with other suggestions will be of great value in making the PLC concept more effective as a viable tool in guiding both marketing and product related decisions.

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Nov 28, 2019

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