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The Product Life Cycle is an intriguing marketing principle because every single product does in fact go through the 4 stages (Introduction, Growth, Maturity, and Decline). The thing to remember is that, depending on the product, the cycle may last several thousand years or 15 minutes. Revenues may climb high and stay flat for years or they may rapidly climb sharply in a short amount of time, then drop off altogether. Or, more likely, over the life of a typical party the sales/revenue curve may jump, dip, dive, tip and trip all over the place, which makes it very problematic to try to say exactly what stage a product is in during its life cycle until one has the benefit of historical perspective, and then it’s not even that easy.
Consider the career of Johnny Cash, for example. His career had all kinds of highs and lows, and the sales of his records have had major spikes even after his death. The most recent, of course, attributed to Walk the Line, an award-winning movie about his life starring a cast of modern talent.
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