Die Growth Share Matrix (auch BCG-Matrix genannt, nach der Beratungsgesellschaft Boston Consulting) ist ein Werkzeug für das Portfoliomanagement, das auf den Wachstumsaussichten eines Unternehmens sowie seinem bestehenden und potenziellen Marktanteil beruht.
The package
The case
Insgesamt dient die Growth Share Matrix (auch „BCG-Matrix“ genannt) dazu, Wachstumschancen zu erkennen und schlechte Investitionen zu vermeiden. Der Fokus liegt auf der Wettbewerbsfähigkeit und den Möglichkeiten, die der Markt bietet. Die BCG-Matrix bringt Unternehmen dazu, zu planen, wie sie ihre Produkte und Dienstleistungen künftig weiterentwickeln, um das Gewinnpotenzial zu maximieren.
The mechanics
Um eine BCG-Matrix zu erstellen, beschriften Sie eine Achse mit Wachstum und die andere mit Marktanteil und unterteilen Sie beide jeweils in die Bereiche Niedrig und Hoch. Daraus ergibt sich ein Vier-Felder-Diagramm: Hohes Wachstum/hoher Marktanteil (Stars); hohes Wachstum/niedriger Marktanteil (Question Marks); niedriges Wachstum/hoher Marktanteil (Cash Cows); und niedriges Wachstum/niedriger Marktanteil (Question Marks). Analysieren Sie jede Ihrer Investitionen und ordnen Sie sie dem passenden Quadranten zu. Bewerten Sie ehrlich, welche Ihrer Cash Cows und Stars gefährdet sind, und entscheiden Sie, wie Sie darauf reagieren. Legen Sie außerdem fest, ob eine weitere Investition in Question Marks sinnvoll ist, und formulieren Sie Ihre Erwartungen und Grenzen für diese Projekte.
The purpose
What is the goal of the model?
Ziel der BCG-Matrix ist es, Bereiche mit Investitionspotenzial zu erkennen und solche zu identifizieren, die besser aus dem Portfolio eines Unternehmens entfernt werden, um den Gewinn zu maximieren.
What people say
Richard Cobie, CEOReviewed on 15 July 2022
★★★★★Recommended as a purchase, worth the investment!
I completely re-evaluated the role of innovation in business growth: before reading this book I have to admit I thought it only entailed product new features and technologies enhancements, while now I see it has everything to do with meeting customer needs and uncovering a business USP, which automatically translates in sales! Could not recommend it more!
Janette Lavalier, Innovation Professor and ConsultantReviewed on 15 July 2022
★★★★★Recommended as a purchase, worth the investment!
Unlike most business innovation books I read over the last years (and even decades) when reading How to create innovation you immediately understand the authors have been there, innovating and transforming some of the world’s most amazing brands. Great work!
Karl Meckel, Change Development ManagerReviewed on 18 July 2022
★★★★★Recommended as a purchase, worth the investment!
Not only this book offers the most comprehensive innovation and business change overview but it really helps you take the next step, driving you step by step from theory to practice (also with super useful background notes and driving questions)
Franz Hellstrom, Head of CultureReviewed on 2 Aug 2022
★★★★★Recommended as a purchase, worth the investment!
I really enjoyed the whole book, but mostly the culture chapter, mainly because I always failed to acknowledge its major role in favouring or inhibiting business growth. Loved the graphics that helped connect all the dots in a visually appealing (and way easier) way.
Satoru Fukuda, Chief Strategy OfficerReviewed on 13 Aug 2022
★★★★★Recommended as a purchase, worth the investment!
We’been willing to innovate our business for some years now, but then we always got stuck before we even started, because basically we had no idea where to start…This book helped us do just that: find the right starting point with guiding questions and an incredibly comprehensive innovation overview.
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