![]() Dogs – low market growth/low market share products, and.Stars – high market growth/high market share products.Question marks – high market growth/low market share products.The approach places a firm’s products and/or services into a 2×2 matrix with four quadrants that measure market share and growth rate. Today, it is still one of the most popular product portfolio analysis methods and is a central component of many business school curriculums. At its peak, Henderson’s model was used by approximately 50% of all Fortune 500 companies. The BCG matrix was developed in 1968 by Boston Consulting Group founder Bruce Henderson in a short essay titled Perspectives. The Boston Consulting Group (BCG) matrix, also known as the product portfolio matrix, is a tool used to assess the strategic position of a company’s brand portfolio. Digital Business Models Podcast by FourWeekMBA.Business Strategy Book Bundle By FourWeekMBA.An Entire MBA In Four Weeks By FourWeekMBA.100+ Business Models Book By FourWeekMBA.
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