ABSTRACT
Once the new product has been successfully launched into its marketplace, the sales volumes should start to grow rapidly. Not only does this represent a reduction in the overall business risk associated with the product, but it also indicates the need for a modifi cation in the strategic thrust of the company. The key emphasis of the competitive strategy should now be placed on marketing activities in order to ensure both that the total growth of product sales is satisfactory and that the company increases its market share of this expanding sales volume.
