(Excerpt from The Star Principle by Richard Koch)
There is a branch of business theory called strategy , which was invented by a new consulting firm, the Boston Consulting Group (BCG), in the 1960s. BCG’s most famous invention was the growth/share matrix, which says there are four types of business from a strategic viewpoint:
- stars: leaders in high-growth markets;
- question marks: followers in high-growth markets;
- cash cows: leaders in low-growth markets; and
- dogs: followers in low-growth markets.