Agricultural Economics Department


Date of this Version

December 2006

Document Type



Published in Cornhusker Economics, 12/13/2006. Produced by the Cooperative Extension, Institute of Agriculture and Natural Resources, Department of Agricultural Economics, University of Nebraska–Lincoln.


What if you were involved in a business where all the market trends were showing a decline, indicating limited potential for growth? Here is the reality - your primary customer no longer sees your product or service as important. Other products and services have simply pushed you out. Technology and globalization are making it increasingly difficult to compete. Your realistic assessment tells you that the cost cutting strategies you have been implementing can only take the business so far. In essence, the business appears to be going nowhere.