The Product Life Cycle is not always Shaped like a Wave Form!

Product Life Cycle
Knowledge Center

Best Practices

Sign up


The Product Life Cycle is not always Shaped like a Wave Form!

The wave form is not carved in stone. Sometimes a product (or service) that is already in its Maturity or even Decline phase can suddenly re-emerge in a growth phase. Often this is the result of a technology breakthrough or of a crisis.
Example: TVs after the flat screens were invented. Or coal during an oil crisis.
Though some people may argue that in the case of a technology breakthrough it's not the same product anymore.


Variations on clean wave patterns

Other reasons for disturbances of the wave form are also possible. Think of seasonal effects. Also the company itself can influence the pattern. For example by investing a lot in promotions in the maturity stage. Or by introducing product innovations.


Life Cycle form

Also changes in the taste of customers and even such unpredictable external variables as the Euro or Dollar rate may influence the wave-form of the cycle.


Product Life Cycle not Symmetrical

Please permit me to add few comments on this infor (...)

  Dr. Uditha Liyanage

Distinguish between Product LC and Brand LC

A distinction must be made between the Product Lif (...)

  Sandeep Dogra

No Revitalising in the Maturity Stage

The Maturity stage is a honeymoon period for any p (...)


Product life cycle profit vs volume

Another disturbing factor is that the actual produ (...)

  Wilians Rizzo

The decline is the beginning of a new cycle.

The decline phase starts when a new product appear (...)

  Dr Adrian Boucher

Product Lifecycle Model

Although the general characteristics of the PLC mo (...)

  Keita Gunji
Director, Japan

Crossing the Chasm, Product Manager

In case of high-tech industry, we consider the dif (...)


Why Product Life Cycles are not Fluent

In reality, product life curves are indeed not so (...) 26-3-2021

  Deepak Kumar Gurung
Entrepreneur, India

Perpetuating the Product Life Cycle

Today a big challenge faced by the brand managers, (...)

Start a new forum topic


More on Product Life Cycle
Product Life Cycle versus Ansoff Model
The Marketing Strategy to Pursue at Various Stages of the PLC
🔥The Impact of Short Term Investing / Financing on New Product Development
Comparing the Product Life Cycle and the BCG Matrix
How to Avoid the Decline Stage of the PLC?
Product Life Cycle (PLC) and Food Standards
Best Practices
When is a product successful?
The Product Life Cycle is not always Shaped like a Wave Form!
Special Interest Group

Are you interested in Product Life Cycle? Sign up for free

Notify your students

Copy this into your study materials:

and add a hyperlink to:

Link to this discussion

Copy this HTML code to your web site:

Product Life Cycle
Knowledge Center

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2021 12manage - The Executive Fast Track. V15.8 - Last updated: 16-4-2021. All names of their owners.