Plusieurs disciplines se sont intéressées à la modélisation de l'adoption et de l'usage répété des produits et des services. En marketing, il est largement admis que de nombreux produits ont un cycle de vie au cours duquel les ventes unitaires passent successivement par une phase d'introduction, de croissance, de maturité et de déclin. Cet article présente un modèle simple de simulation de tels cycles de vie de produits qui permet d'expliquer pourquoi certains schémas typiques de vente se produisent au cours du temps. Les auteurs montrent ensuite comment le modèle peut être utilisé par les chercheurs afin d'améliorer la compréhension du concept de cycle de vie.
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