Harvesting StrategyFeedback.png


Definition

A harvesting strategy maximizes the short-run cash flow from a business in expectation of a deterioration of market share and eventual withdrawal from the market. (Note: a brand or line of business with these characteristics is often referred to as a cash cow.) The cash flow raised is directed toward other areas of business where it is needed.[1]

References

  1. ^ American Marketing Association. AMA Dictionary.

NewComment.png
We welcome comments that will help us improve the precision and clarity of our definitions. To submit a suggestion, please click on the Add Discussion bar below.
Notes:
  • Comments are limited to registered users of this site. Click “Join” at the top right hand side of this page to apply.
  • If you would like to suggest a new marketing definition or have a general comment, please visit our home page.