![]() ![]() Finally, limitations of the matrix are discussed based on empirical research and new findings. ![]() ![]() These serve as a guideline for a company's overall strategy. Hereafter, the application of the tool is shown with its implications for the business portfolio. The following article will present the matrix developed by Henderson with its foundations and core elements. Although the BCG describes it still as a relevant tool today, the growth share matrix has been criticized by professionals and academics for its limitations and underlying assumptions. Henderson, a senior partner of the management consulting firm BCG, the concept has been widely applied since then and can be seen as a foundation for similar tools. Based on that, the optimal combination of individual business strategies is developed to manage a company's business portfolio in such a way, that it can make the most out of its opportunities. Depending on the growth rate and market share, each business is individually assigned to one of the four clusters inside the two-dimensional matrix. ![]() The Boston Consulting Group (BCG) matrix, also known as growth share matrix, is a tool to manage a company's business portfolio and derive appropriate actions towards a higher total performance. ![]()
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