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Industry maturity: where is it in the life cycle?
New: lots of opportunities, lots of competition, high growth rate, few leaders, high prices, few products and services, building brand awareness
Expanding: market grows rapidly, shakeout begins, leaders emerge and firms are vulnerable, customer loyalty hardens, new features, more variable pricing
Stable: plateau, slower growth rate, strong brand loyalty, barriers to entry, price reductions, push to differentiate
Declining: minimal growth rate, decreased competition, leaders cannibalize each other, loyalty weakens, fewer products
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