Research Paper on:
Alternate Perspectives on the Product Life Cycle Theory

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a life cycle anymore based on past experience? It is hard to say. After all, there have been a variety of changes in the world, as well as in terms  of items on the market. While things become pass?, it is really hard to tell when new trends will emerge, and when the product life cycle theory is important. Certainly,  the pet rock had a product life cycle. But the washing machine will never become outdated. At least, that is how it appears. Whatever the case, marketers and manufacturers are  concerned with the longevity of a product. How long will it appeal to the public? The theory has been important in a variety of areas such as economics and  marketing, but when it comes down to basic premises, it seems that the theory is applicable in even more situations. Still, it has its limitations, especially today, and when honing  in on some of its applications, the limitations will be obvious. The product-life-cycle theory has been a theory that has been accepted throughout businesses in order to show  that every brand has a definite life cycle (Plummer, 1990). The theory contends that a brand is created, introduced to the public and grows in popularity, but should live out  its allotted time when it becomes a cash cow (1990). Hence, this theory above all contends that all products will wear out at some point. However, Plummer (1990) says  otherwise and contends that only poor products or poorly managed brands will have a finite life cycle (1990). Good brands which are expertly managed and effectively advertised can compete  successfully for the long haul (1990). The author goes on to say that if a brand turns out to have a finite life cycle--something suggested by the theory--the brand had