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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
DOI: 10.2307/1251480
Stable URL: http://www.jstor.org/stable/1251480
Page Count: 8
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
An Evolutionary Approach to Product Growth Theory
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Abstract

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.

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