抄録
Evidence on the change in competitive structure and performance in many markets is reviewed to assess whether markets proceed through the regular aging cycles. The leading depiction of the evolution of markets, i.e., the PLC (product life cycle), is used to analyze the evidence. The PLC theory is promoted by the leading management and marketing theorists as a tool for strategic decision makings. It is shown that the PLC captures the way many markets evolve through the traditional shape. This bell shaped PLC generates sales consequences under the certain assumption of the competitive structure. There are a number of other shapes that have been observed. The PLC theory doesn't provide explanation why various sales patterns are expected to exit. It is difficult to compare the patterns because of the differing levels of aggregation (product class, form or brand). The PLC is the more useful planning technique and marketing thoughts. We need to anatomize factors that condition which PLC patterns markets follow. I will discuss problems and opportunities for further research on the nature of the PLC.
