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PRODUCT LIFE CYCLE EFFECTS ON BARRIERS TO MARKET ENTRYABSTRACTBarriers to market entry are crucial environmental factors that influence firm profitability by preventing new competitors from entering markets. The importance of barriers in deterring entry of competitors into markets, however, varies by time or as products move through different stages of product life cycle (PLC). During the last few decades, the classic product life cycle stages have gotten shorter due to rapid changes in technology and intense competition in both high-technology and non-high-technology industries (Gaimon and Singhal 1992).
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