As an industry declines, it does not appear to take long for the impression to grow that its disappearance is inevitable. The assumption is that when the highest point in the product life cycle is passed, the trend direction is always downwards. This causes some media managements to make preparations to harvest what they can or to divest themselves of the losing publication. While these may well be the correct courses of action, they are not inescapably the only courses. In any declining industry, there can be several appropriate endgame strategies.
KeywordsIncome Marketing Expense Stake Monopoly
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- 1.Harrigan, K.R. and Porter, M.E. (1983) ‘End Game Strategies for Declining Industries’. Harvard Business Review, 61(4), 111–20.Google Scholar