Alternative strategiche nella fase di maturità. I primi risultati di un'indagine empirica

The main purpose of this paper is to analyze the several strategic opportunities that mature industry companies may adopt. In detail we intend to figure out how mature industries companies may identify the competitive advantages on which base their own business strategy. The work includes a case study analysis on coffee roasting industry in Naples. This study has been conducted through the financial statements analysis of a meaningful sample of enterprises and by semi-structured interviews to some leader companies. Hence in the first part a definition of mature industries has been provided. After that, we analyze the different strategies that these companies may adopt in order to gain a competitive advantage. Finally we focus on the financial-economic performance of coffee companies in Naples province. This is considered a high competitive and mature market (around the world, after oil, coffee is the second most exchanged good).