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Master Thesis: GIS Project management Final Version
One model of a life cycle of a product is that of Nolan (Davis and Olsen, 1987) (Figure 2)
Figure 2: Nolan’s Model of the Life Cycle
ADAPTION
RATE
1 2 3
SATURATION
LEVEL
1) Initial Awareness
2) Accelerated Introduction
3) Drive to Maturity
4) Complete Market Coverage
The life of a product starts after being developed by initial awareness. Customers become
© 1997 Hans Bestebreurtje, MSc UNIGIS 12
4
TIME
aware of the existence of the product mostly because of marketing activities. After this
awareness there is a period of accelerated growth and the products reaches it’s maturity
phase. The maximum penetration in the market will be reached and finally there will be
replacements or more modern products become available and a process of deterioration will
start.
For a company, it is of importance to be aware of the life cycle of their products. Research
and development should be in line with the life cycle enabling a company to introduce new
or improved products before the maximum market coverage is reached. The total life cycle
differs considerably between products. A Boeing 747 has a life cycle of several decades