produktlivscykelstyrning

The term product life cycle (PLC) describes the progression of a product through its market life. In Nordic contexts, the term produktlivscykel is used to refer to the same concept. The model segments a product’s life into stages that reflect changes in sales, profits, and competitive dynamics over time.

The stages typically are defined as follows: Introduction, when awareness is low and sales grow slowly; Growth, with accelerating sales and expanding market share; Maturity, when sales peak and market saturation increases; and Decline, when demand falls and product support becomes less profitable. Extensions through product improvements, new features, or line extensions can delay decline and sustain relevance.

The PLC is used to guide decision-making in product development, pricing, promotion, distribution, and portfolio management. It helps estimate the timing of investments, marketing efforts, and potential divestment. However, it is a heuristic rather than a precise forecast, and stage boundaries can vary by product, industry, and market conditions. Incremental innovations, market shifts, or competitive moves can alter trajectories.

Limitations and criticisms include the assumption of a predictable, single lifecycle, which many products do not follow. Some products experience multiple cycles or skip stages entirely. External factors such as technology change, regulation, or disruptive entrants can reshape or invalidate expected paths. Digital products and services often exhibit iterative lifecycles that require ongoing updates rather than a finite end.