The BCG matrix has applicability to the most different industries and shows itself as an important tool for portfolio management. The increase in the use and importance of the matrix is due to the ability to identify the ideal product portfolio (and/or services) of an organization, a portfolio that is classified according to its market share and its industry growth rate. 2002 76:37-74.), the BCG matrix model, also known as growth/share or growth/participation matrix, has expanded its use as a strategic tool. Competition and business strategy in historical perspective. Journal of Product Innovation Management.1999:16:333-51., which highlights the importance of portfolio management by studying the portfolio management and performance practices of a group of companies in the USA.ĭeveloped by the management consulting firm Boston Consulting Group (BCG), in the mid-1970s ( Ghemawat, 2002 Ghemawat P. New product portfolio management: pratices and performance.
(1999) Cooper R, Edgett S, Kleinschmidt E. This is the result of a research done by Cooper et al.
Focused on the search for better results, companies of reference place less emphasis on financial approaches and more on strategic methods.
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