The BCG growth share matrix is a heuristic approach or mental shortcut developed by the Boston Consulting Group. It’s used to classify a firm’s project outlooks.

The BCG Matrix offers below advantages in business strategy. 1) Provides a visual representation of a company's product portfolio, making it easy to assess the contributions of each product.

This paper empirically explores the performance tendencies and strategic attributes of businesses in the four cells of the Boston Consulting Group product portfolio matrix. Businesses differed in ...