THE RISE AND FALL OF B.C.G. MODEL

Ani?oara Duic?, Gabriel Croitoru, Mircea Constantin Duic? and Ofelia Robescu

Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, 2014, vol. 8, issue 1, 143-152

Abstract: The B.C.G matrix is considered the oldest, the simplest and the most known matrix of analysis of the portfolio of activities. Based on qualitative research, this paper aims at identifying the causes of rise and fall of the B.C.G matrix, method used in the strategic decisional processes to streamline business portfolios of the diversified enterprises. The research achieved has led us to the conclusion that although the B.C.G matrix underwent a special rise in the managerial theory and practice, it has been frequently subjected to specialized criticisms, and on the background of the development of the managerial science it has been improved and needs to be used along with other managerial methods and techniques in order to efficiently substantiate the strategic decisions on the level of the S.B.U.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:rom:mancon:v:8:y:2014:i:1:p:143-152

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