An analysis of product deletion scenarios

Despite a flurry of attention during the early 1980s and the occasional article thereafter, product deletion continues to suffer from neglect, which is surprising given its role in aiding processes of innovation and change that are central to competitive survival. The aim of this article is to rejuvenate research interest in this field. In doing so, we review and organize the relevant literature in three key sets of factors and postulate that their interplay delineates the product deletion scenarios followed by a company. On the basis of this argument, we develop a typology of product deletions and outline how it increases our knowledge of this critical issue and leads to useful research directions.