Editing Growth–share matrix (section)

{{short description|Boston Consulting Group business analysis method}}
{{more citations needed|date=January 2020}}
[[File:BCG Matrix Stylised.png|thumb|Stylised example of a BCG matrix. The products with the same colour belong to the same market. The products with a black outline indicate the products that belong to the own company. The chart was created with the online tool Fancy BCG Matrix<ref>{{cite web|title=Fancy BCG Matrix|url=https://www.fancybcgmatrix.com|access-date=22 February 2021}}</ref>.]]
{{Strategy}}


The '''growth–share matrix'''<ref>{{cite book|last1=Stern|first1=Carl W.|last2=Deimler|first2=Michael S.|date=2006|title=The Boston Consulting Group On Strategy: Classic Concepts and New Perspectives: Second Edition|location=New Jersey|publisher=John Wiley & Sons, Inc.|isbn=0-471-75722-5}}</ref> (also known as the '''product portfolio matrix''',<ref name="Product Portfolio"/> '''Boston Box''', '''BCG-matrix''', '''Boston matrix''', '''[[Boston Consulting Group]] portfolio analysis''' and '''portfolio diagram''') is a matrix used to help corporations to analyze their business units, that is, their [[product line]]s. 

The matrix was initially created in a collaborative effort by Boston Consulting Group (BCG) employees. Alan Zakon first sketched it and then, together with his colleagues, refined it.<ref>[https://books.google.com/books?id=g8c0CwAAQBAJ&dq=growth+share+matrix+alan+zakon&pg=PA64 Richard Godfrey, ''Strategic Management: A Critical Introduction'' (London and New York: Routledge, 2016).]</ref> BCG's founder [[Bruce D. Henderson]] popularized the concept in an essay titled "The Product Portfolio" in BCG's publication ''Perspectives'' in 1970.<ref>{{cite web|title=What Is the Growth Share Matrix?|url=https://www.bcg.com/about/overview/our-history/growth-share-matrix|access-date=25 November 2021}}</ref> The matrix helps a company to allocate resources and is used as an analytical tool in [[brand|brand marketing]], [[product management]], [[strategic management]], and [[Modern portfolio theory|portfolio analysis]].