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The purpose of this study is to evaluate potential changes in the length of product life cycles in the US seed corn industry. We use the observed survival time on the market for hybrids sold during 1997-2009 to conduct a survival analysis. Our empirical results show that the average lifetimes of conventional and biotech corn hybrids have decreased over the last twelve years at similar rates and that the rate of decline in the life cycle length increased since 2004. We also find that the shorter product life cycles are closely linked to the accelerated levels of biotech product innovation in the US seed corn industry observed over the period of the analysis.

Product Life Cycles and Innovation in the US Seed Corn Industry