View article

Companies use planned obsolescence as a central marketing strategy to motivate their customers to (re)buy new and upcoming products. These companies try to increase their revenue and profit by reducing the value of a product's older version. While previous literature focuses on companies’ perspectives of strategic choice, economic or ecological impact, and innovation management, this paper highlights the customer's perception of planned obsolescence. In presenting three studies, the paper finds that a planned obsolescence strategy harms customers’ value perception and ultimately their willingness to pay. By adding customer-related evidence to the discussion, the paper questions companies’ planned obsolescence strategies and opens up a potentially rewarding avenue for further research.