Why Bring Back a Product From the Ashes?! Lack of Research - Design and Innovation in New Product Development Fast track to re-purpose product and recover R & D costs Easier to "modify" and offering that once existed and shorten market introduction cycle Generational curiosity consumers drive demand to see the return of "discontinued" products Pitfall - It could only be a short term revenue generation exercise with limited "stickiness" How can a company justify the ROI ?