An Evolutionary Approach to Product Growth Theory
Open Access
- 1 September 1981
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 45 (4) , 125-132
- https://doi.org/10.1177/002224298104500416
Abstract
The continuing controversy about the product life cycle (PLC) concept may indicate that the concept, while useful, is inadequate to explain the entire phenomenon of product growth and proliferation. An alternative concept, the product evolutionary cycle (PEC), is hereby proposed to help resolve this controversy and to provide a better framework for explaining and managing product growth.Keywords
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