Elements of Rejuvenating the mature business :

Galvanize – start a recovery process
Simplify and consolidate
Exert leverage


Rejuvenation is rather to be achieved in the four steps than a one-off project


Mature business: “One whose managers believe themselves to be imprisoned by their environment and unable to succeed”

Rejuvenating with a more entrepreneurial innovative approach, culture and style change


To recognize the true state of business, Simplify strategy structure and style, Build new competencies and comp. advantage, Exert leverage of new products, services, markets and opportunities

Source of Rejuvenating the mature business :

Baden-Fuller and Stopford (1996)