In the Boston Consulting Group growth-share matrix, each of the four categories in the matrix represents a different investment strategy
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The growth share matrix was developed through teamwork. It was initially drafted by BCG's Alan Zakon, who would later go on to become the company's CEO, and then improved with his colleagues.
Bruce Henderson, the creator of BCG, popularised the idea in his 1970 essay The Product Portfolio. About half of all Fortune 500 businesses employed the growth share matrix when it was at its most successful.
It continues to be a key component of corporate strategy lessons taught in business schools today.
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