The Product Life Cycle: A Tool for Functional Strategic Alignment

Abstract

IN BRIEF This article develops an integrative strategic framework utilizing the Product Life Cycle (PLC) as a “common strategic denominator”. The model is an attempt to fill an existing void in the strategic literature concerning the integration of different functional strategies into a holistic business strategy. This article reports the results of a three‐part empirical study of production, purchasing, and logistics management professionals that investigated the linkage between functional level strategies and the PLC. The results are based on the input from 159 production, 126 purchasing, and 133 physical distribution executives who served to identify the strategic importance of the PLC, and effective functional strategies for each stage of the PLC.

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