Managing Mature Products
Part 5. Product Innovation and Management
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Hart, S. 2010. Managing Mature Products. Wiley International Encyclopedia of Marketing.
- Published Online: 15 DEC 2010
Managing mature products and services can be seen as the core of marketing activities. The product/service portfolio categorization underlines the importance of mature products in underpinning the cash flow of the organization as well as the provision of both return to shareholders and the investment resource necessary for the development of new technologies, products, and services. It is vital, therefore, that the mature product is sustained in the market to provide this income for the organization and this article examines the basic alternatives for doing so; two groups of strategies are examined – the offensive and the defensive. These are not mutually exclusive, although may be differentially appropriate under various conditions of demand and competition.
- product life cycle;
- offensive strategy;
- defensive strategy;
- account management;