THE UNIFI CATION OF PRODUCT LIFE-CYCLE AND INDUSTRY LIFE-CYCLE: A FRAMEWORK FOR TELECOM SECTOR IN PAKISTAN
Amena Sibghatullah (),
Musarrat Shamshir (),
Kamran Siddiqui () and
Nazia Saeed ()
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Amena Sibghatullah: Doctoral Candidate, Greenwich University, Karachi,
Musarrat Shamshir: Dean, Management Sciences, Greenwich University, Karachi,
Kamran Siddiqui: Associate Professor, Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia,
Nazia Saeed: Lecturer, Management Sciences, ILMA University, Karachi,
IBT Journal of Business Studies (JBS), 2019, vol. 15, issue 1, 15-2
The purpose of this study is to propose a strategic framework using the Unifi ed Life Cycle (ULC) model by combining Product lifecycle (PLC) and Industry life cycle (ILC). Data collection and analysis involves multi-stage qualitative methods. At fi rst stage qualitative data was collected through interviews and focus groups while at a later part of the research qualitative data was again collected from the marketing experts (N = 100). This paper shows originality on many counts. Firstly, both PLC and ILC have shown weaknesses and limitations in earlier researches. This research has unifi ed both PLC and ILC into one ULC combining the strengths and reducing the weakness of both life cycles. Secondly, earlier studies failed to provide any integrated strategic framework of selecting appropriate pricing strategies; using both PLC and ILC in silos. The current research provides an integrated strategic framework for pricing strategy selection using newly proposed strategic framework labelled as ULC
Keywords: Product life cycle; Industry Life cycle; Unifi ed Life Cycle; strategy framework. (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:15:y:2019:i:1:p:15-2
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