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The Product Life Cycle And The Boston Consulting Group’S Growth- Share Matrix In Marketing Simulations

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  • STEFAN-ALEXANDRU CATANA

    (FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA)

  • SORIN-GEORGE TOMA

    (FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA)

  • CATALIN GRADINARU

    (FACULTY OF BUSINESS AND ADMINISTRATION, UNIVERSITY OF BUCHAREST, BUCHAREST, ROMANIA)

Abstract

The product life cycle and the Boston Consulting Group’s growth-share matrix are important tools for marketing specialists, as it offers guidance for developing marketing strategies. In marketing simulations, the use of the product life cycle and its extension into Boston Consulting Group’s matrix is relevant to creating a bridge between theory and practice and determining the best strategies and tactics for products. The aims of this paper are to reveal the theoretical concepts regarding the product life cycle and the Boston Consulting Group’s growth-share matrix and to emphasize their relevance in marketing simulations. The research methodology was based on a qualitative research method, doing a comprehensive literature review. The paper provides the deepening of the theoretical framework to expand the knowledge in the product life cycle approach, the Boston Consulting Group’s matrix, and the marketing simulations field. It also displays that the use of these tools in marketing simulations leads to the development of strategic thinking. The paper eases a better understanding of the concept of the product life cycle and its particularities.

Suggested Citation

  • Stefan-Alexandru Catana & Sorin-George Toma & Catalin Gradinaru, 2022. "The Product Life Cycle And The Boston Consulting Group’S Growth- Share Matrix In Marketing Simulations," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 4, pages 319-324, August.
    • Handle: RePEc:cbu:jrnlec:y:2022:v:4:p:319-324
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    References listed on IDEAS

    as
    1. Polli, Rolando & Cook, Victor, 1969. "Validity of the Product Life Cycle," The Journal of Business, University of Chicago Press, vol. 42(4), pages 385-400, October.
    2. Kotler, Philip & Schultz, Randall L, 1970. "Marketing Simulations: Review and Prospects," The Journal of Business, University of Chicago Press, vol. 43(3), pages 237-295, July.
    3. Stefan Catana & Sorin-George Toma, 2021. "Marketing Mix And Corporate Social Responsability In Automotive Industry – Case Study: Mazda Motor Corporation," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 205-209, February.
    4. Andreea Barbu & Mirona Ana Maria Popescu & Georgiana Moiceanu, 2022. "Perspective of Teachers and Students towards the Education Process during COVID-19 in Romanian Universities," IJERPH, MDPI, vol. 19(6), pages 1-21, March.
    5. Ştefan-Alexandru Catană & Sorin-George Toma & Andreea Barbu, 2021. "The Effects of the COVID-19 Pandemic on Teleworking and Education in a Romanian Higher Education Institution: An Internal Stakeholders Perspective," IJERPH, MDPI, vol. 18(15), pages 1-17, August.
    6. Cosmin-Ionu? Imbriscã & Sorin-George Toma, 2020. "Social Responsibility, a Key Dimension in Developing a Sustainable Higher Education Institution: The Case of Students’ Motivation," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 22(54), pages 447-447, April.
    7. Cãtãlin Grãdinaru & Sorin-George Toma & Paul Marinescu, 2016. "Marketing Mix in Services," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 311-314, July.
    8. Sorin-George Toma & Shinji Naruo, 2009. "Quality Assurance in the Japanese Universities," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 11(26), pages 574-584, June.
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