[reggieband]

Probably because "product life-cycle" is MBA 101.

Not sure if this is the original from HBR but it is from 1965: https://hbr.org/1965/11/exploit-the-product-life-cycle

From "Maturity Stage":

> The market maturity stage typically calls for a new kind of emphasis on competing more effectively. The originator is increasingly forced to appeal to the consumer on the basis of price, marginal product differences, or both.