Re generating a mature market

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 Introduction Conventional wisdom tells us that most products have a limited life-cycle. Initially the product may flourish and grow, eventually the market will mature and finally the product will move towards decline. At each stage in the product life-cycle there is a close relationship between sales and profits so that as organisations or brands go into decline, their profitability decreases. When markets mature there is less scope for firms operating in these markets to extend the success of their existing brands. In a mature market…

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