Changing Strategies in Mature Industries: a Case Study

States that while mature industries are a major part of the US economy, little empirical information is available on competitive strategies appropriate in the mature environment. Discusses, via a case study of the US hardwood lumber industry, the idea that cost‐based strategies based on Overall Cost Leadership are not sufficient for mature basic industries. Concludes that the results offer understanding of the strategic changes which can occur during the maturity stage of the industry life cycle and recommends possible ways of competing in this environment.