Maturity

The set of strategies that companies tend to adopt when they are reaching maturity is driven by long-term objectives such as: economic sustainability, productivity, competitive position, position in the value system, product/service positioning and social responsibility. Concentrated growth means that the strategic emphasis of the firm is on increasing market share in its main markets by investing its main products. Market development is a strategy which implies only marketing current products with minor modifications to customers in related market areas. In contrast to market development, product development occurs when the current product is changed substantially or a new product, which is related to the current product, is created and sold to existing customers. Diversification strategies imply a change from the traditional business of the company. While there are a multitude of forms of associations, this chapter reviews three of the most common types: joint ventures, strategic alliances, and consortia.