This is not to imply that one would automatically revert to an earlier strategy when seeking new markets. But simple elementary adjustments may not be sufficient to ensure success in the transplant. The comparative use of the product life cycle concept allows the firm to analyze the validity of its “proven” strategy when transferred to a new environment in which market conditions may differ substantially and in critical ways from those prevailing at home, The use of this concept, in conjuction with the other necessary analyses, should contribute to a better fit of strategies to markets.