Product life cycle research: A literature review

The purposes of this paper are threefold: to review the scope of product life cycle (PLC) research; to pinpoint areas requiring further investigation; and to provide guidelines for future researchers. Because of the paucity of empirical evidence, only tentative conclusions are advanced. For example, the most common PLC pattern is the classical, bell-shaped curve, but it is not the sole shape. The application of various forecasting techniques across the PLC have met with merely moderate success. Very little research has been conducted either on how different characteristics of the firm influence the PLC or on the actual use of various PLC-strategy theories by business planners. Finally, investigators have focused almost exclusively on validating the existence of the PLC concept among nondurable consumer goods. Industrial items, as well as major product changes, have been nearly ignored. The main conclusion is that additional research-more diversified and extensive in nature-is needed on many PLC topics.     

上海中外资保险公司竞争力排名研究

从实证角度出发,通过运用主成分法构建评价模型,对近期上海主要中外资保险公司的竞争力进行排名和比较分析。研究结果发现:中外合资寿险公司较中资寿险公司更具市场竞争力,而中资产险公司竞争力显著落后于外资保险公司;同时,无论是在寿险还是产险领域,中资保险公司与外资或中外合资保险公司的差距主要表现在综合运营能力方面。     

Development of consumer techno segmentation and its application to international markets

This study aimed to develop consumer techno segments based on technology‐related psychographic variables in four different countries including the US, Canada, Spain and Italy. The respondents' technology innovativeness, technology opinion leadership, network externality risk and technology anxiety were used as metrics to identify consumer techno segments. Cluster analysis identified three to four distinct techno segments in each country. Multivariate analysis of variance and univariate analyses were used to validate the differences among techno segments in need for change, leisure orientation and e‐shopping preference in each local market. The similarities and differences of each techno segment were examined across different international markets. A discussion and implications were drawn to help marketers develop penetration and market strategies for different international markets by understanding an expected diffusion rate of a new product and of product life cycles for each local market.     

Research note: The internet's impact on export channel structure

This study explores the Internet's impact on export channel structure. Findings from this study suggest that the Internet does not have a considerable impact on the export channel structure of those manufacturers that adopt differential pricing policies and market separation policies. Export manufacturers that pursue broad targeting or experience dominant distributors may keep their traditional channel structure as well. However, export manufacturers that face tough competition or short product life cycles have to change their traditional channel structure to fit the market changes caused by the Internet. © 2004 Wiley Periodicals, Inc.     

Reconceptualising product life-cycle theory as stakeholder engagement with non-profit organisations

ABSTRACT

The paper critically re-examines product life-cycle (PLC) theory, developed over 50 years ago. Despite prevalence in marketing pedagogy and continued popularity within empirical research, PLC is seldom challenged. The paper identifies the organisation-centric construct underpinning the theory and highlights a disconnection between PLC theory and the recent academic insight around customer engagement.

It reconceptualises the life-cycle concept based on engagement between stakeholder and non-profit organisation (NPO), structured upon both the market orientation and social exchange constructs. The revised framework maps stakeholder engagement with the NPO through the five stages of incubation, interaction, involvement, immersion, and incapacitation. The paper concludes with identifying a roadmap for future empirical research to develop and validate the re-envisaged conceptual model. The methodology used is narrative literature review supported by secondary research from specialist practitioner reports.     

Using Trade Shows Throughout the Product Life Cycle

Abstract

Trade shows have long been recognized as an important marketing tool when introducing new products. This study examines the effectiveness of trade shows across the product life cycle (PLC). The results indicate that trade shows are an effective promotion tool for products in any stage of the product life cycle, but the nature and objectives of show use change over the life cycle.     

FDI expansion speed of state-owned enterprises and the moderating role of market capitalism: Evidence from China

Drawing on an institutional logics perspective and isomorphism viewpoint, we posit that the negative impact of state ownership on the speed of foreign direct investment (FDI) expansion is attributed to the state socialism logic, which is inconsistent with market-oriented mechanisms that underpin rapid international expansion. We further argue that firms associated with the market capitalism logic shape an institutional context in which state-owned enterprises (SOEs) may adjust their behaviors by adopting market-oriented practices to expand quickly in the global market. Using outward FDI project information from Chinese listed firms over a fourteen-year period, we find evidence that confirms our theoretical predictions. Our analysis shows that, despite the negative relationship between state ownership and the speed of an SOE’s FDI expansion, both the non-state economy in the firm’s subnational region and privately owned enterprises in its industry sector positively moderate this relationship. This study enriches our understanding of institutional complexity in emerging markets and internationalization of emerging-market firms.     

Market Structure,Learning and Product Innovation: Evidence for the EPROM Market

The study analyses the market for semiconductor memory chips, in particular EPROMs. Semiconductors are very interesting industry for studying empirically the dynamics of innovation. Given the short product life cycles of generations of chips, the market dynamics unfold much more rapidly than in other industries and are therefore better amenable to empirical observation. One of the aims is to shed more light on the link between learning and the dynamics of product innovation, as well as their influence on market structure. Learning with an old generation turns out to be an important determinant for product innovation. The further down the firm has moved on the learning curve, the higher its market share, and the larger becomes the probability that the firm is an early innovator. The results are consistent with the persistence of leadership hypothesis.     

Channel Selection,Control and Satisfaction of Manufacturers in the Korean Pharmaceutical Market

We hypothesize that percent of foreign capital, firm size, product substitutability, product life cycles, competition, and technological uncertainty affect the reliance of integrated channels. Also, we predict that when the reliance on integrated channels is low, the effects of the power sources for firms on channel control will be more evident. In addition, using more integrated channels and having more control over other channel members are hypothesized to affect the manufacturer's channel satisfaction. Using data collected from 62 manufacturers in the Korean pharmaceutical market, we report empirical findings generally supporting the research hypotheses. The results and implications are also discussed.     

The evolution of the pharmaceutical-biotechnology industry

This paper presents an application of network economics to the formation of alliances in the biotechnology-pharmaceutical industry. The framework analysis provides insights under which firms create hybrid governance forms, integrate strategy and economics into a more holistic perspective on network strategy. Firm network types link network economies, competencies and market structure, creating integration between participants and change as additional dimensions. ‘Change’ introduces a dynamic, evolutionary aspect. The resulting contructs involve the network dimension as a mechanism design for investigating the evolution and life cycles of firm networks. An analysis of alliances within the pharmaceutical and biotechnology industries develops the framework, including a historical tracing, and an empirical examination of the relationship between collaboration rate (CR) and market performance of major globally operating pharmaceutical firms. Case examples, supported quantitatively and qualitatively, provide evidence for the efficacy and implications of the network dimension.     

Market or society? Dual orientations and the impact on innovativeness in media organizations

Shortening life cycles of products and new technologies make innovation a vital part of the long-term growth and survival of firms. Interestingly, media firms see themselves in a particular difficult position in innovation because traditional values such as public information access, good taste, information diversity, and social responsibility can be in conflict with the market success of certain new media products and services. This is also a key reason why there are public media firms in certain information markets in the first place. In this study, two different orientations in media organizations are studied simultaneously, namely “market orientation” and “social responsibility orientation” in relation to innovativeness. Based on a sample of 54 Dutch media organizations, we find that firms scoring high on both dimensions are not necessarily more or less innovative (indicating that innovations emerge in the whole orientation space). What is important for innovativeness is the degree to which professionals identify with the orientations of the firm. The broader implications of a more prominent role of social responsibility in NPD are discussed.     

Internationalising cultural products: the Ouroboros strategy and the case of visual kei

ABSTRACT

Scholars have developed a vast literature that helps firms internationalise products and brands. Yet, there is comparatively limited work that examines the internationalisation strategies of cultural products. Through a case study of 31 visual kei rock bands, this study sheds light onto the patterns, objectives, and timing of internationalised cultural products. The results suggest that visual kei musicians adopt one of two internationalisation strategies: “standard internationalisation” or the “Ouroboros strategy.” Standard internationalisation is a linear strategy, where the objective is market growth through the acquisition of consumers in international markets, and where internationalisation can occur as early as the introduction stage of a product’s life. The Ouroboros strategy is a nuanced strategy where the pattern of internationalisation is circular, the objectives include market expansion and cultural goals, the target markets are both foreign and domestic consumers, and where internationalisation occurs in the growth and mature stages of bands’ life cycles.     

Cigarette brand loyalty and purchase patterns: An examination using US consumer panel data

This study analyzes data on cigarette purchasing using an extensive panel dataset. Major findings are: (1) cigarette purchasing in this market exhibits a reverse-J, or NBD (Negative Binomial Distribution)-like shape: many infrequent buyers and fewer frequent buyers; (2) Cigarette brands do exhibit high loyalty compared to other consumer categories, and show a trend to higher brand loyalty over time coinciding with fewer price promotions; (3) The data shows a weak double jeopardy pattern of smaller brands enjoying somewhat lower loyalty; (4) Smokers of a given brand are on average more likely to purchase another large cigarette brand than another small brand; (5) A straightforward analysis method identifies occurrences of excessive cross-brand cannibalization in the portfolio of one of the major tobacco corporations; and (6) Certain brands enjoy particular appeal among specific demographic groups. The study sheds more light on consumer behavior towards a product with addictive qualities and known harmful effects.     

The impact of household life‐cycle stages on subjective well‐being: Considering the effect of household expenditures in Hungary

The household life‐cycle stage is a significant contributor to the perception of subjective well‐being; however, the effect of household expenditures of life‐cycles on subjective well‐being has not been thoroughly explored. The life‐course perspective, specifically the study of family/household life‐cycles, emphasizes the understanding of subjective well‐being across the entire life‐span. Accordingly, in the literature subjective well‐being is often studied at different life‐stages considering the influence of variables such as age, cohabitation and fertility. The present study evaluates the level of subjective well‐being across the various life‐cycle stages using a matching method on a Hungarian national sample. This approach is appropriate for studies using observational data because the administration of a true experimental design is usually not feasible for this type of research. The main finding of the article is that controlling for the expenditure structure significantly modifies the effect of life‐cycle on subjective well‐being, which is varied across life‐cycle stages and shown to be highly dependent on household expenditures.     

Is market orientation affected by the product life cycle?

Considerable scholarly interest has been shown in the relationship between market orientation and business performance. Although a number of environmental moderators have been postulated to influence the market orientation–performance link, extant findings are inconclusive. This study takes a different approach by conceptualizing product life cycle stages in terms of variations in competitive intensity, market and technological turbulence. Data collected in Hong Kong reveal that Atuahene-Gima's [Atuahene-Gima, K. (1995). An exploratory analysis of the impact of market orientation on new product performance: A contingent approach. Journal of Product Innovation Management, 12: 275–293] product life cycle measure successfully discriminates stages in terms of market and technological turbulence, but fails to capture variation in competitive intensity. Market orientation is also found to be more highly valued by firms in growing and mature markets than firms in introductory and declining markets. Finally, the link between market orientation and firm performance is found to be strongest for firms in the growth stage and weakest for firms in the introductory stage of the product life cycle.     

Case Study

ABSTRACT

This is a case study of one of the highest growth restaurant chains in overall system wide sales and unit growth in restaurant industry history as reported by The Nation's Restaurant News(2001). The inception of a small fledgling restaurant chain in Atlanta, Georgia to a multi-billion dollar company has changed the shape of restaurant industry growth and development. The practices of franchise growth and market penetration have allowed Applebee's International to record double digit profits over the last ten years. Future growth patterns, market saturation, and changing consumer preferences will be challenges that Applebee's will face in the future. This case study will outline Applebee's history and competitive strategies that have made the company successful. Further along in the case study an analysis of franchising in the restaurant industry and the franchising strategies Applebee's has produced over the years. This study will conclude by uncovering future issues that Applebee's may face and pose future questions to ponder about the company.     

Why Abandon the Paradise? Stations’ Incentives to Reduce Gasoline Prices at First

The German petrol station market is characterized by strong intraday price cycles, which probably correspond to the well-known Edgeworth cycles. The prices go up strongly in the late evening or in the middle of the night, fall relatively heavily in the early morning, and then go up and down several times in the course of the day. Locally, the analysis is limited to the 26 petrol stations that plausibly form a common market in the Lueneburg region. This paper picks out the specific sequence in which, after generally rising prices during the day, a single supplier is the first to reverse the price trend and lower its price. For this purpose, current price reports are used to define the price reduction event down to the second, and to show only the valid prices of competitors prior to the event. All German petrol stations have to report price changes to the Bundeskartellamt's Market Transparency Department. Tankerkoenig then publishes the full reports. This results in one panel observation for each price reduction event. Out of nearly 300,000 price observations, just over 10,000 panel observations result. Fixed-effect logit estimates are used to test whether the theoretically and economically significant price differences of the Edgeworth cycles explain the behavior of the price cutters, or whether market structure factors, such as brand affiliation/independence of the petrol station, service offerings, or location characteristics predict price-cutting behavior. The novel recording of the price dynamics in the petrol station market by using the accurate petrol station price data to the second indicates promising research of extensive price data and avoids the enormous loss of information in the previously common calculation of average prices at certain times.

     

Stochastic service life cycle analysis using customer reviews

This study proposes a stochastic service life cycle analysis to gauge where a service is in its life cycle and to give forecasts about its future prospects. We employ customer review data to measure customer-oriented service maturity and use a hidden Markov model to estimate the probability of a service being at a certain stage of its life cycle. Based on this, we also develop three indicators to represent the future prospects of a service’s life cycle progression. The main advantages of the proposed approach lie in its ability to model different shapes of life cycles without any supplementary information and to examine a wide range of services at acceptable levels of time and cost. We believe our method will assist firms in building stage-customised post-launch service strategies. A case study of mobile game services in the Apple App Store is presented.     

Detecting learning‐by‐exporting effects on firms' productivity distribution by accounting for heterogeneous macrofactors and panel attrition

This paper aims to verify the presence of the learning‐by‐exporting effect on total factor productivity growth. The study starts, as is typical in this context, by addressing the pre‐entry selection bias at firm level but differs from the literature by focusing on the distribution of the outcome and considering the presence of the different influences of macroeconomic factors on exporters and non‐exporters. Additionally, the paper addresses the panel attrition, a current source of estimation bias in longitudinal studies. The analysis is based on a panel of Italian manufacturing firms in the 1998–2007 period. We design an experiment by aligning and pooling cohorts of firms that allow us to obtain a sufficiently large group of firms entering the international market. Our results show that internationalisation affects firms' productivity and that the effect is heterogeneous over total factor productivity distribution and larger for the firms at the bottom section of the distribution itself. Furthermore, we observe that the learning‐by‐exporting effect may be confounded without (a) considering that domestic and exporter firms may afford heterogeneous demand cycles and (b) managing the dropout of some firms from the panel.