Editing Growth–share matrix (section)

===Alternatives===
As with most marketing techniques, there are a number of alternative offerings vying with the growth–share matrix although this appears to be the most widely used. The next most widely reported technique is that developed by McKinsey and General Electric, which is a three-cell by three-cell matrix—using the dimensions of 'industry attractiveness' and 'business strengths'. This approaches some of the same issues as the growth–share matrix but from a different direction and in a more complex way (which may be why it is used less, or is at least less widely taught). Both growth-share matrix and Industry Attractiveness-Business Strength matrix developed by McKinsey and General Electric, are criticized for being static as they portray businesses as they exist at one point in time. Business environment is subject to constant changes, hence, businesses evolve over time. The Life Cycle-Competitive Strength Matrix was introduced to overcome these deficiences and better identify "developing winners" or potential "losers".<ref name=":0" />  A more practical approach is that of the [[Boston Consulting Group's Advantage Matrix]], which the consultancy reportedly used itself though it is little known amongst the wider population.