ABSTRACT
Clearly, before the sales line starts dropping in stage 3, new products must come into the picture, so that sales are kept stable overall.
Because predicting the way the market will move in future is so difficult, most new products do not do well. The proportion that succeed in a big way is tiny (perhaps only 1%) and most businesses try to keep up a steady flow of product innovation so that the chances of at least one product succeeding are reasonably high.
