How can old companies spark new growth?

As companies mature, their growth tends to slow down. research He showed that recession is a natural part of the corporate life cycle, but it is not fate. Some companies defy this trend, achieving and maintaining what we call Penetration growth: They increase sales at least twice as fast as their peers for five years, and then maintain growth above the industry level for the subsequent five years. In a global study of 848 companies that experienced a downturn — defined as five years of below-industry revenue growth — we identified 99 companies that overcame the odds over the subsequent 10 years.