New business development in mature firms

Abstract

New business development (NBD) is one of the main strategic options for the 'mature' company. The authors discuss the reasons why NBD should be considered and suggest a framework for developing new businesses. The results of a two year investigation of a sample of 14 UK companies' NBD initiatives are presented. Half of the sample have either abandoned or are reducing their new business activities. The reasons are manifold and relate to a failure to define specifically the role of the NBD initiatives; a lack of appreciation of the risks, long time spans for development and the high financial commitment associated with NBD; a weakening of the mainstream business (this in itself suggesting that companies often leave NBD 'too late'); and a naive approach toward marketing. Some lessons for mature companies' future involvement in NBD are drawn.