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An Evolutionary Approach to Product Growth Theory
Gerard J. Tellis and C. Merle Crawford
Journal of Marketing
Vol. 45, No. 4 (Autumn, 1981), pp. 125-132
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251480
Page Count: 8
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The continuing controversy about the product life cycle (PLC) concept may indicate that the concept, while useful, is inadequate to explain the entire phenomenon of product growth and proliferation. An alternative concept, the product evolutionary cycle (PEC), is hereby proposed to help resolve this controversy and to provide a better framework for explaining and managing product growth.
Journal of Marketing © 1981 American Marketing Association