Are Product Life Cycles Really Getting Shorter?
本文审视了产品生命周期随时间缩短的普遍观点，回顾了相关实证研究，发现行业、产品类别、技术或模型层面均缺乏有力证据支持这一现象。
This article takes a close look at the conventional wisdom which holds that product life cycles are getting shorter over time. Barry Bayus reviews several empirical studies directly or indirectly related to this phenomenon and discusses some empirical examples of life cycles for various products and brands in rapidly evolving categories. Generally speaking, he finds no strong empirical support for shrinking product life cycles at the industry, product category, product technology, or product model level. The article explores several implications of this finding and discusses various speculations on the rationale underlying this widespread assertion.