S curve

  

Definition

A type of curve that shows the growth of a variable in terms of another variable, often expressed as units of time.

For example, an S curve of the growth of company sales for a new product would show a rapid, exponential increase in sales for a period time, followed by a tapering or leveling off. The tapering occurs when the population of new customers declines. At this point growth is slow or negligible, and is sustained by existing customers who continue to buy the product.


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