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Abschied vom Marktwachstums-Marktanteils-Portfolio nach über 35 Jahren Einsatz? Eine kritische Überprüfung der BCG-Matrix

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  • Hanno Drews

Abstract

The Growth Share Matrix (BCG Matrix) was introduced by the Boston Consulting Group more than 35 years ago and is still in widespread use despite severe doubts as to its suitability. This paper summarizes the respective research results gathered over the years and illustrates the problems of the BCG matrix by means of a case study on the aviation group Lufthansa. Finally, potential consequences for practical application, teaching and research are discussed. The author concludes that the deficiencies of the BCG matrix are not compensated by its potential benefits and, hence, it should not be used. One cannot recommend without reservation to follow the example of Kotler and Keller and remove the BCG matrix from textbooks. However, at least it must not be taught or used as a prescriptive guide or without proper critical review. Copyright Springer-Verlag 2008

Suggested Citation

  • Hanno Drews, 2008. "Abschied vom Marktwachstums-Marktanteils-Portfolio nach über 35 Jahren Einsatz? Eine kritische Überprüfung der BCG-Matrix," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 19(1), pages 39-57, May.
    • Handle: RePEc:spr:metrik:v:19:y:2008:i:1:p:39-57
    DOI: 10.1007/s00187-008-0041-8
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    References listed on IDEAS

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    1. Armstrong, J. Scott & Brodie, Roderick J., 1994. "Effects of portfolio planning methods on decision making: experimental results," MPRA Paper 81684, University Library of Munich, Germany.
    2. Kesten C. Green & J. Scott Armstrong, 2005. "Competitor-oriented Objectives: The Myth of Market Share," Monash Econometrics and Business Statistics Working Papers 17/05, Monash University, Department of Econometrics and Business Statistics.
    3. Marcus Pick & Norbert Sträter, 2005. "Die Anwendung der Portfolio-Methode nach McKinsey in jungen Unternehmen," Metrika: International Journal for Theoretical and Applied Statistics, Springer, vol. 16(2), pages 167-188, June.
    4. Arnoldo C. Hax & Nicolas S. Majluf, 1983. "The Use of the Growth-Share Matrix in Strategic Planning," Interfaces, INFORMS, vol. 13(1), pages 46-60, February.
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    2. Stops, Michael & Bächmann, Ann-Christin & Glassner, Ralf & Janser, Markus & Matthes, Britta & Metzger, Lina-Jeanette & Müller, Christoph & Seitz, Joachim, 2021. "Extracting Skill Requirements from Job Ads – the “Machbarkeitsstudie Kompetenz-Kompass”," IAB-Forschungsbericht 202107, Institut für Arbeitsmarkt- und Berufsforschung (IAB), Nürnberg [Institute for Employment Research, Nuremberg, Germany].

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