Utilidad del Ciclo de Vida del Producto: ¿Debemos reabrir el debate ante el acortamiento de la vida de los productos en el mercado?
Palabras clave:
Ciclo de Vida del Producto (CVP), estrategia de marketing, herramienta predictivaResumen
El Ciclo de Vida del Producto (CVP) es uno de los conceptos de marketing más utilizados y, a su vez, más criticados. La falta de resultados concluyentes llevó, en los 90, a abandonar el debate sobre su utilidad en la práctica empresarial. Ahora, la cuestión se ha retomado como consecuencia del acortamiento de la vida de los productos y de las mejoras en los sistemas de información. Este artículo revisa aquellos aspectos que llevaron a muchos autores a confiar en el CVP para la toma de decisiones empresariales así como a otros a desestimarlo para tal fin. El objetivo es determinar si el nuevo contexto empresarial favorece la consideración del CVP como un instrumento válido para definir estrategias de marketing o si, por el contrario, las limitaciones identificadas en décadas anteriores se mantie-nen en la actualidad.Citas
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