Volume 15 Issue 1 2019


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.

Abstract The purpose of this study is to propose a strategic framework using the Unified Life Cycle (ULC) model by combining Product lifecycle (PLC) and Industry life cycle (ILC). Data collection and analysis involve multi-stage qualitative methods. At the first 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 unified 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 a newly proposed strategic framework labeled as ULC
Keywords Product life cycle, Industry Life cycle, Unified Life Cycle, strategy framework.
Year 2019
Volume 15
Issue 1
Type Research paper, manuscript, article
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification L63, D15, L96
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Type of Review Double Blind Peer Reviewed
Format PDF
Paper Link
Page 19-32
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