Evolution of firms' product strategy over the life cycle of technology-based industries
A case study of the global mobile phone industry, 1980–2009
Bibliographic Data
| ID | 8419484 |
|---|---|
| Authors | Claudio Giachetti (0000-0002-4609-9750, a Department of Business Economics , Università di Modena e Reggio Emilia , Modena, Italy), Gianluca Marchi (0000-0001-9677-5828, a Department of Business Economics , Università di Modena e Reggio Emilia , Modena, Italy, corresponding author) |
| Year | 2010 |
| Volume | 52 |
| Issue | 7 |
| Pages | 1123-1150 |
| Publication date | 2010-12-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Business History (JOURNAL) |
| Journal identifiers | ISSN: 0007-6791 • E-ISSN: 1743-7938 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/00076791.2010.523464 |
| OpenAlex | W1970157238 |
| Language | EN |
| Citations received | 7 |
| References cited | 28 |
This paper adopts industry life cycle approaches to understand better the changing rationales for product strategy development in the worldwide mobile phone industry. Based on both primary and secondary sources, we find that mobile phone manufacturers have radically changed their product strategy over the industry life cycle in response to various factors, such as the intense global competition and the need to respond rapidly to changes in technology and mass-consumer preferences. We also find that, when the mobile phone industry entered a stage of shake-out in the 2000s, contrary to the prediction of the classical product–process life cycle model, mobile phone manufacturers focused their strategy not only on process but also on product innovations. The continuous launch of new and advanced product technologies served mainly to stimulate the demand for replacement purchases. We observe this unexpected key role of product innovation to be very strong also in the stage of industry maturity
Business · Commerce · Competition (biology · Industrial organization · Maturity (psychological · Mobile phone · New product development · Phone · Product (mathematics · Product life-cycle management · Product lifecycle · Telecommunications · Business Strategy and Innovation · Computer Science · Firm Innovation and Growth · Innovation and Knowledge Management · Marketing
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| Unique citing works | 7 |
|---|---|
| Citations per year | 0,64 |
| Citation span | 2015 - 2024 (10) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 7 |