2-9-产品生命周期阶段、经营战略和经营绩效 Stage of the Product Life Cycle, Business Strategy, and Business Performance.pdfVIP

^Academy of Management Journal 1984, Vol. 27, No . I , 5-24. Stage of the Product Life Cycle, Business Strategy, and Business Performance^ CARL R. ANDERSON University of North Carolina at Chapel Hill CARL P . ZEITHAML Texas AM University This study empirically examines differences in strategic variables between stages of the product life cycle (PLC), as well as differences among the determinants of high per- formance across stages of the PLC. The results support the use of the PLC as a contingency variable during strat- egy formulation. Implications for increasing market share and ROI are discussed. For a number of years, business strategy researchers have searched for a construct or contingency variable with broad explanatory power . The at- tractiveness of this kind of construct is self-evident. It would simplify strat- egy formulation and implementation . This search, however, has led re- searchers in a number of different directions . Some of the more widely re- searched variables include environmental uncertainty (Anderson Paine , 1975), market share (Buzzell, Gale, Sultan , 1975), and the stage of the product life cycle (Hofer , 1975). Other researchers have examined combi- nations of these variables, particularly market share and stage of the prod- uct life cyc