Abstract
Growth in mature industries. Insights from three medium-sized Italian food companies. Despite the common view that it is difficult to grow in mature markets, we have collected case evidence of three medium-sized firms in the Italian food industry that show superior performance in terms of growth and profitability. These firms distinguish themselves by a clear, unique and coherent positioning based on three main elements: 1) strong base in the premium segment; 2) focus on the core business with high product quality; 3) effective brand renovation. Successful firms are able to choose their positioning in relation to final customers as well as trade partners. While we recognize that these three elements may represent just one potential way to create value in mature industries, we encourage entrepreneurs and managers to engage more actively in searching to escape the dominant logic of how to do business.