Research note and communication. Reversing the images of BCG's growth/share matrix

John A. Seeger

Strategic Management Journal, 1984, vol. 5, issue 1, 93-97

Abstract: Although much criticized in the business press and no longer featured as a leading product by the Boston Consulting Group, the cows, dogs, stars and question marks of the growth/share matrix have become part of the language of business strategy. Their images are powerful, as are the oversimplified prescriptions for action which students and managers may attach to the images: we should kick the dogs, cloister the cows, and throw our money at the stars. To avoid those oversimplifications, we must remember that the dogs may be friendly, the cows may need a bull now and then to remain productive, and the stars may have burned themselves out.

Date: 1984
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