product rationalization

product rationalization

the withdrawal by a firm of a product or products from the market. A firm may withdraw a product because demand for it has fallen to the extent that it is no longer profitable to sell (see PRODUCT LIFE CYCLE), or the firm may decide to withdraw a number of products from its PRODUCT RANGE in order to cut costs or focus its marketing efforts more narrowly See PRODUCT STRATEGY, RATIONALIZATION. DIVESTMENT.
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