Abstract
The product life cycle concept (PLC) is widely used to forecast product development over time. Especially significant is the point at which products move from the introductory to the growth phase, normally the signal to adopt mass marketing strategies. This paper is concerned with strategic mis-application of the PLC concept by the home television satellite dish industry. Straight-line extrapolation of market potential from 1980 - 1985 sales figures suggested that this was a product ready to "take off" into the growth phase of the PLC. After-the-fact analysis and survey data suggest instead that this was a mature product with a potential market far less than originally estimated.
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Thompson, D.L., Randall, E.J. (2015). The Marketing of Home Satellite Dishes: A Strategic Mis-Application of the Product Life Cycle Concept. In: King, R. (eds) Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17049-7_58
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