Cet article est destiné à faire le point sur un concept très utilisé en marketing et aussi très critiqué: le cycle de vie du produit. Il n'a pas la prétention de faire l'inventaire complet des ouvrages et recherches centrés sur ce sujet. Plus simplement, il en précise le cadre de référence actuel en tenant compte des critiques apportées aussi bien sur la définition même du concept que sur les méthodologies suivies au cours des trente-cinq dernières années de recherche. Enfin sont présentées les nouvelles voies de recherche se référant essentiellement à la théorie de la diffusion.
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