The paper explains the main phases of the product life cycle are the
introduction of the product or service, growth, the
establishment of adulthood, and decline. Throughout this process, the product undergoes various changes in market strategy and customer attenuation. The author points out that
opponents of the paradigm generally claim it is too general and does not provide an explanation for specific cases that do not follow the model. The paper stresses that, in reality, many products reach maturity, begin to decline, and then find new strength. A product also may skip from stage to stage without following a linear pattern; therefore, the product life cycle should perhaps be best construed as a general rule to which there are plenty of exceptions.