Abstract

This paper examines the impact of various marketing strategies on the performance of products under the maturity stage of the product life cycle in a developing country, South Korea. The study results indicate that the competitive environment of the maturity stage in South Korea can be further classified into four distinctive types and that different strategies have different effects on product performance under each type of environment. The study also reports that generally, vertical integration and product/service improvement strategies have the most significant influence on product performance under the maturity stage in South Korea.