The Growth Share Matrix (also known as BCG Matrix)

The Growth Share Matrix (also known as BCG Matrix after the Consulting firm Boston Consulting), is a tool for portfolio management based upon a businesses’ growth prospects and it’s existing and potential market share.
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  • The UNITE Navigator, offering an overview of all UNITE models
  • The Growth Share Matrix with related explanations
  • The related Ansoff Growth Strategies Matrix
  • The UNITE Assessment of Strategic Moves and the UNITE Strategic Options Matrix as potentially superior alternative when it comes to innovation and digital transformation

Identify opportunities for growth.
Avoid poor investments.
Expand competitiveness in the marketplace.
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Richard Cobie, CEO

Reviewed on 15 July 2022

5.0 out of 5 stars 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 Consultant

Reviewed on 15 July 2022

5.0 out of 5 stars 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 Manager

Reviewed on 18 July 2022

5.0 out of 5 stars 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 Culture

Reviewed on 2 Aug 2022

5.0 out of 5 stars 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 Officer

Reviewed on 13 Aug 2022

5.0 out of 5 stars 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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Why we use it

Overall, the The Growth Share Matrix (also called “BCG Matrix”) is used to identify growth opportunities and avoid poor investments. The focus is on competitiveness and the possibilities available in the market.
The BCG Matrix pushes businesses to plan how they’ll develop their products and services going forward to maximize profit potential.

How It Works

To complete a BCG Matrix, label one axis Growth and the other Market Share, and then divide each into Low and High segments. You’ll have a four-field diagram as a result: High Growth/High Market Share (Stars); High Growth/Low Market Share (Question Marks); Low Growth/High Market Share (Cash Cows); and Low Growth/Low Market Share (Question Marks).
Analyze each of your investments, and place them into the appropriate quadrant.

Honestly evaluate which of your Cash Cows and Stars are threatened and decide how you will respond. Additionally, decide if further investment in Question Marks makes sense and articulate your expectations and limitations for those projects.

What is the goal of the model?

The goal of the BCG Matrix is to identify areas of potential investment and interests more-suitably abandoned from within a business’s portfolio in order to maximize profits.

Ambidextrous org-chart

This ambidextrous org-chart demonstrates how an organization might organize around the 3 Horizons of Growth, catering to both the existing core organization, but also focusing…

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Ambidextrous org-chart

Exponential Growth Canvas

The UNITE Exponential Growth Canvas allows you to accelerate or even create exponential growth by including a unique set ...

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Exponential Growth Canvas

Growth-Hacking process

The Growth-Hacking process gives you a clear template and approach how to plan and execute the growth of your business.

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Growth-Hacking process

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