An Illustration of Continuous Product Line Revitalization: The Case of Picasso

Abstract

Visual artists’ careers can effectively illustrate marketing principles. This paper reviews Pablo Picasso’s career to illustrate the importance of revitalizing product lines. For seventy years, beginning in 1894, Picasso demonstrated a remarkable ability to experiment with new painting styles. Encouraged by dealers, he reinvented himself, adapting to new environmental conditions and remained at the art market’s cutting edge. In marketing terms, Picasso developed successful, new product lines throughout his career. Thus, Picasso became a major innovator and influencer in the field of art. His stylistic differences capture the marketer’s imagination and demonstrate the rewards of innovative responses to the marketplace.