Global Business Today Eleventh Edition Chapter 6
1-12
The Product Life-Cycle Theory
A) Raymond Vernon initially proposed the product life-cycle theory in the mid-1960s.
According to the theory, as products mature, both the location of sales and the optimal
production location will change affecting the flow and direction of trade.
B) According to Vernon, early in the life cycle of a typical new product, while demand is starting
to grow in the United States, demand in other advanced countries is limited to high-income
groups. The limited initial demand in other advanced countries does not make it worthwhile for
firms in those countries to start producing the new product, but it does necessitate some exports
from the United States to those countries. Over time, however, demand for the new product starts
to grow in other advanced countries. As it does, it becomes beneficial for foreign producers to
begin producing for their home markets. In addition, U.S. firms might set up production facilities
in those advanced countries where demand is growing. Consequently, production within other
advanced countries begins to limit the potential for exports from the United States.
E) The consequence of these trends for the pattern of world trade is that the United States (and
other advanced countries) switches from being an exporter of the product to an importer of the
product as production becomes more concentrated in lower-cost foreign locations.
PRODUCT LIFE-CYCLE THEORY IN THE TWENTY-FIRST CENTURY
F) While the product life cycle theory accurately explains what has happened for products like
photocopiers and a number of other high technology products developed in the United States in
the 1960s and 1970s, the increasing globalization and integration of the world economy has
made this theory less valid in today’s world. In fact, the product life-cycle as introduced by
Vernon could be considered ethnocentric, as well. As such, this approach may be best suited to
explain the pattern of international trade during the period of American global dominance.
New Trade Theory
A) New trade theory suggests that the ability of firms to realize economies of scale (unit cost
reductions associated with a large scale of output) may help explain international trade patterns.