Dublin Institute of Technology
MSc COMPUTING SCIENCE
(Information Technology for Strategic Management)
BCG Growth Share Matrix
Research Assignment No. 2
The BCG Growth-Share Matrix
The BCG Growth-Share Matrix is a portfolio planning model that was developed by Bruce Henderson of the Boston Consulting Group in the early 1970's. It is based on the observation that organisations business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor. Market growth serves as a proxy for industry attractiveness, and relative market share serves as a proxy for competitive advantage. The growth-share matrix thus maps the business unit positions within these two important determinants of profitability.
Growth Share Matrix (http://www.netmba.com/strategy/matrix/bcg/)
This framework assumes that an increase in relative market share will result in an increase in the generation of cash. This......
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