The Importance of Key Success Factors for the Marketing of Nature Industrial Products

This paper reports the implications of interest to industrial marketing managers of an empirical research project concerning the key success factors of mature industrial products. Four main conclusions can be drawn from the survey data: 1 - There are critical success variables in the mature industrial context, 2 - The critical success variables change from industrial product to product; 3 - Homogeneity is greater in unit technology than in products using maze or process technology; and 4 - The importance of the several competition modes (quality, cost, delivery) change within the mature industrial context. The paper concludes by extracting implications useful for industrial marketing managers.N/