The validity of the product life cycle in the high‐tech industry
The validity of the product life cycle in the high‐tech industry
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高科技行业产品生命周期的有效性
DOI：
10.1108/02634509710155606
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发表时间：
1997
影响因子：
4.4
通讯作者：
Lisa Grantham
中科院分区：
文献类型：
--
作者：
Lisa Grantham
认为，随着变化的步伐迅速加快，并在这十年的市场中造成前所未有的不确定性，许多公司需要放弃现有的、曾经可靠的做法，以保持竞争力。表明一种特定的营销工具（产品生命周期模型）的有效性已经受到学术和商业媒体的不同作者的质疑，质疑其主张的普遍适用性和有效性，以及它声称能够预测应在产品生命周期的不同阶段应用的营销策略。探讨在当前动态环境中支持和反对产品生命周期模型作为营销工具的有效性的论点。
Posits that, as the pace of change has accelerated rapidly and created unprecedented uncertainty in the markets of this decade, many companies have needed to dispense with existing, once reliable, practices in order to remain competitive. Suggests that the efficacy of one particular marketing tool, the product life cycle model, has been questioned, by various writers in the academic and business press, with regard to the general applicability and validity of its assertions and the claim it makes to be able to predict the marketing strategies that should be applied at different stages of a product’s life. Explores the arguments for and against the validity of the product life cycle model as a marketing tool in this present, dynamic environment.