WHAT DO WE MEAN BY ‘MATURE’?THE FIRST PROBLEM: INFLATIONTHE SECOND PROBLEM: THE MARKET GROWTH RATETHE THIRD PROBLEM: DO WE REALLY MEAN ‘MATURE’ COMPANY?THE FOURTH PROBLEM: WHERE MATURE BUSINESSES COMPETEIN CASH FLOW TERMS, WHAT CONSTITUTES SUCCESS FOR MATURE COMPANIES?THE CONSEQUENCES OF FAILURE TO GENERATE SUFFICIENT CASH FLOWISSUES RELATED TO MATURE BUSINESS DIVERSITYISSUES RELATED TO BUSINESS SIZESUMMARY