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The BCG Box Model
HOW TO EVALUATE COSTS AND BENEFITS.
In the 1970s, the Boston Consulting Group developed a method for assessing the value of the investments in a company's portfolio. The four-field matrix distinguishes between four different types of investment:
Cash cows : have a high market share but a low growth rate. This means they don't cost much but promise high returns. Consultants' verdict: milk them.
Stars : have a high market share and a high growth rate. But growth devours money. The hope is that the stars will turn into cash cows. Consultants' verdict: invest.
Question marks, or 'problem children', : have high growth potential but a low share of the market. With a lot of (finan- cial) support and cajolement, they can be turned into stars. Consultants' verdict: a tough decision.
The BCG Box Model
HOW TO EVALUATE COSTS AND BENEFITS.
