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The Shape And Length Of The Product Life Cycle, John Meenaghan, Paul O'Sullivan
The Shape And Length Of The Product Life Cycle, John Meenaghan, Paul O'Sullivan
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This paper argues that the usage of the "time" variable as a convenient explanatory variable on the horizontal axis of the product life cycle graph has diverted attention from a thorough analysis of the factors which influence the shape and length of the PLC. The paper addresses the issues of definition of "product" and "product life" as well as reviewing existing commentry on curve shape as a precursor to exmining the relevant issues relating to the PLC shape and length. Drawing on the body of insight provided by sales forecasting and diffusion theory as well as the standard PLC literature …