Abstract
Abstract The product life cycle (PLC) is a central, enduring framework in marketing. The four stages of introduction, growth, maturity, and decline are appealing intuitively and are supported empirically in recent research. Here, we draw on several literatures to develop an integrated theory to explain the observed shape of the PLC. We present specific definitions and metrics for key events and stages of the PLC. On the basis of these definitions and metrics, we present generalizable results for many characteristics of the PLC based on a sample of 30 consumer durables. Results include duration of stages, sales volume, sales growth, price reductions, and penetration. There is a dramatic increase in sales at the transition from the introduction stage to the growth stage, and a sudden change from sales growth to sales decline at the transition from the growth stage to the maturity stage. Overall, the PLC is a useful framework for understanding and anticipating the sales growth of new consumer durables.
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