Mature Markets and Revitalization Strategies: An American Fable

Business Horizons, Vol. 34, No. 3, pp. 39-50, May-June 1991

Posted: 27 Feb 2012

See all articles by Geoffrey Gordon

Geoffrey Gordon

affiliation not provided to SSRN

Roger Calantone

Michigan State University

Anthony Di Benedetto

Temple University

Date Written: 1991

Abstract

Viewing the product life cycle as an evolutionary process argues against "tailoring" strategies to fit the product's stage. More realistically, management should recognize that the strategies they (and their competitors) implement will themselves shape the PLC. Thus the PLC is not a fait accompli but rather a reflection of the competitive, technological, and market characteristics faced by the companies.

Suggested Citation

Gordon, Geoffrey and Calantone, Roger and Di Benedetto, Anthony, Mature Markets and Revitalization Strategies: An American Fable (1991). Business Horizons, Vol. 34, No. 3, pp. 39-50, May-June 1991. Available at SSRN: https://ssrn.com/abstract=2011198

Geoffrey Gordon

affiliation not provided to SSRN ( email )

Roger Calantone

Michigan State University ( email )

Agriculture Hall
East Lansing, MI 48824-1122
United States

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