The key to portfolio management this book is a practical and accessible guide to understanding and implementing the bcg growth share matrix providing you with the essential information and saving time. Marketing theories boston consulting group matrix visit our marketing theories page to see more of our marketing buzzword busting blogs if you are working with a product portfolio you have a range of tools at your disposal to determine how each one or a group of the products are doing. The growth share matrix aka the product portfolio matrix boston box bcg matrix boston matrix boston consulting group analysis portfolio diagram is a chart that was created by bruce d henderson for the boston consulting group in 1970 to help corporations to analyze their business units that is their product lines. The boston consulting groups strategy institute is taking a fresh look at some of bcgs classic thinking on strategy to explore its relevance to todays business environment this article the fourth in the series examines the growth share matrix a portfolio management tool developed by bcg founder bruce henderson. Growth of any product the generation of cash is a function of market share because of the expe rience curve effect the growth share matrix is a diagram of the normal relationship of cash use and cash genera tion starsare in the upper left quadrant they grow rapidly and therefore they use large amounts of cash however since they are
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