How to Compete and Communicate in Mature Industrial Products

This article addresses the subject of how manufacturers of mature industrial products compete with each other and how they communicate with customers. Data collected in this research lends credibility to the hypothesis that within mature industrial products there are profound differences regarding how firms compete (based on cost, quality or delivery) and which variables firms use to promote their products(advertising, salesforce, etc). The survey data suggest that it is possible to predict which type of competition and promotion will dominate, based on two contextual characteristics faced by the firms:the risk of product malfunction and the risk of product availability. The study concludes by suggesting areas for future research and implications for managers. The implications concern which areas in the organisation managers should focus on. That is, which areas should receive most attention, financing and staff.