Do Products Really Have Life Cycles? Article Critique
The writer, George A. Field, believes that the term “product life cycle” is inadequately used, as
“life cycle” implies an end. Rather, George says that a defunct product often resurfaces.
George related a Hindu notion, Karma, to the product life cycle, stating that the possibility of a
product “reincarnating”/resurfacing exists. He believes that “a product’s attributes, evaluations
by the marketplace, and mode of use may provide the seed of its subsequent regeneration at
another time or place” (Field, 1971). An example that George used to support his argument
that product’s never truly get buried is fashion; where certain styles worn centuries ago would
be re-introduced in slightly different forms during their reincarnation and therefore bringing a
product back to life only requires minor modifications.
George believes that rather than using the term “product life cycle” we should refer to it as
“acceptance curve” due to the mere fact that products may be in various stages of the life cycle
simultaneously in different markets – so how could we determine it dead when it’s still alive in
another market? George found that the word “acceptance” is most suitable because product-
attribute interaction may vary in different markets at different time – therefore the product
never truly dies, it’s the consumer preferences and needs changing.
