| Summary: | Over two-thirds of the industries within mature economies -- in Western Europe, Japan, and the United States -- are experiencing slow growth, no growth, or negative growth in demand for their products. Many managers responsible for these mature businesses fail to notice that demand is stagnant because they keep score in revenues, rather than unit volumes. These managers also do not compare their firms' unit shipments against industry patterns. Consequently, they fail to foresee the coming of the endgame -- the last half of a product's life cycle or an industry's evolution -- and the impending death struggles that often accompany endgame.
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