The product life cycle revisited: an integrative review and research agenda

Purpose This paper aims to respond calls in academia for an update of the product lifecycle (PLC). Through a systematic literature review, authors provide updated agenda, which advance PLC concept research, teaching and practice. Design/methodology/approach The started by surveying 101 marketing academics globally ascertain whether was viewed necessary beneficial community thereafter conducted citation analysis research papers textbooks usage. subsequent review methodology split into two sections. First, 97 empirical articles were reviewed based on evaluative framework. Second, pertaining determinants assessed discussed. Findings From results this primary data from academics, find that method predicting past sales has been largely unsuccessful perceived as somewhat outdated. However, new stream is emerging, takes consumer-centric perspective seen more success at modeling lifecycles various industries. Research limitations/implications study outlines most contemporary successful methodological approaches PLC. Namely, use artificial intelligence, big data, demand consumer psychological mechanisms. it provides several future avenues using modern market trends such sustainability, globalization, digitization Covid-19 push 21st century. Originality/value shown be resolutely popular management application education. without continued effort academic knowledge around concept, its productive tool will likely become comprehensive resulting actionable agendas intended context.