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According to Mercer (1993: 269) the influence of the product life cycle can be seen in other theories, from new product development, positioning & differentiation and portfolio analysis.
Since its adoption by marketing, the product life cycle (PLC) has achieved universal acceptance because of its appeal and wide application.
According to Weber (1976: 12) the product life cycle concept provides an intuitively appealing and readily understandable framework of analysis for considering future growth opportunities and pitfalls. As time passes sales increase slowly at first (introduction phase), then more quickly (growth phase), then once again more slowly (maturity and saturation phases), and finally decrease (decline phase)...
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