Product Life Cycle


Product life cycle refers to the stages through which a product or a product category bypass. The concept describes the four stages and offers some practical suggestions on how companies can use product life cycle information in their strategy development and marketing operations.

Technique Overview

Product Life Cycle Definition

The Product Life Cycle (PLC) is a generalised model of the sales trend for a product class or category over a period of time, and of related changes in competitive behavior (Buzzel, 1966).

Product Life Cycle Description *

* The full technique overview is available for free. Simply login to our business management platform, and learn all about Product Life Cycle.

Business Evidence

Product Life Cycle Strengths *

Product Life Cycle Weaknesses *

Examples of Product Life Cycle *

* The business evidence section is for premium members only. Please contact us about accessing the Business Evidence.

Business Application

Product Life Cycle Implementation *

Success Factors of Product Life Cycle *

Measures of Product Life Cycle *

* The business application section is for premium members only. Please contact us about accessing the Business application.

Professional Tools

Product Life Cycle Videos *

Product Life Cycle Downloads *

* The professional tools section is for premium members only. Please contact us about accessing the professional tools.

Further Reading

Product Life Cycle Web Resources *

Product Life Cycle Print Resources *

Product Life Cycle References (4 of up to 20) *

  • Baker, M. and Hart, S. (1999) Product Strategy and Management, Prentice Hall, Essex, UK.
  • Burnes, B. (2009) Managing Change. (5th Ed.) Pearson Education, Essex, UK.
  • Buzzel, R. (1966) Competitive Behavior and Product Life Cycles. The 1966 World Congress, Chicago, American Marketing Association.
  • Day, S. (1981) The Product Life Cycle: Analysis and Application Issues. Journal of Marketing, Vol. 45, pp. 60-67.

* The further reading section is for premium members only. Please contact us about accessing the further reading.


Learn more about KnowledgeBrief Manage and how you can equip yourself with the knowledge to succeed on Product Life Cycle and hundreds of other essential business management techniques

Other members were also interested in...

Related Concept: Neuroscience

Neuroscience offers a deep understanding of the way we think and act. Case studies present the solutions adopted by companies to implement these new findings in their organisation, improving performances and results.