I can't imagine a company that's been flat for 10 years is going to welcome management with open arms. While they've given themselves more runway, hard to see them not get sold off or close up in the future.
An expert in a specific niche builds something, and against all odds, it takes off!
But now they need to jump into the pit of commerce and figure out how to be a business person; a much different skill.
Sometimes they can make the leap, most of the time they don't.
The most self-aware bring in an outside ceo before the growth curve plateaus
But they do reference “product” alongside “management”…
If you just have a bunch of engineering a design ICs “doing stuff” and no one is doing any form of project management (making sure you’re building things you can afford that customers will pay for) or product management (making sure they team is building what they said they would), that is, in fact, a recipe for disaster.
And saying “we hired some product people and project managers and we think that will correct our course” is not a bad hypothesis IMO.