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This study was an exploration of the product life cycle theory as a strategic decision-making tool in an auto-catalyst manufacturing plant. During the literature review stage of this study, many gaps in the product life cycle theory were identified. The product life cycle theory has come under criticism from numerous academic authors. It was also found that there was a definite lack of empirical studies carried out on South African companies and products. The main focus of this study was to investigate use and practical applicability of the product life in strategic decision making in a South African organisation, which is a subsidiary of a multinational corporation. A major limitation to this study was that the decision makers at Johnson Matthey South Africa showed a lack of understanding of strategy, and their role in strategic decision making. From the data collected, using a questionnaire survey methodology, the major findings were that the product life cycle theory has application potential as a strategic decision making tool in future, The decision makers at Johnson Matthey have a good knowledge of their products and where they were on the product life cycle. Further empirical research, into the applicability of the product life cycle theory is needed, on South African organisations. / Thesis (MBA)-University of KwaZulu-Natal, Westville, 2006.