제품수명주기 단계별 시장환경과 전략유형에 관한 연구

Environment Characteristics of Product Life Cycle Stages and Strategic Typologies

  The purpose of this study was to test relations between product life cycle and perceived environment characteristics and to test relations between PLC and business strategy(Miles and Snow"s typology). Environmental dimensions were formulated by combining environmental factors(consumer, competitor, technology, demand) and environmental characteristics(munificence, uncertainty). The data collected personal interview with top management and marketing managers who worked at strategic business units in industrial and consumer product industry. The results showed that perceived level of market munificence and demand uncertainty was different by PLC stages, and dominant strategic type was different by PLC stages. Frequency of prospector showed high in growth stage when perceived level of munificence and uncertainty was high, and frequency of defender was high in maturity stage when perceived munificence and uncertainty was relatively low.