The Product Life Cycle is not always Shaped like a Wave Form!
Helen 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. (...) Read more? Sign up for free
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Variations on clean wave patterns
Philippe 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
Bertus 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.