The expansion share matrix was produced in 1968 by’s founder, Bruce Henderboy. It was publiburned in among’s short, provocative esstates, dubbed Perspectives. At the elevation of its success, the development share matrix was provided by about half of all Fortune 500 companies; today, it is still main in company institution teachings on strategy.

The expansion share matrix is, put sindicate, a portfolio management framework that helps service providers decide how to prioritize their different businesses. It is a table, split into four quadrants, each with its own distinctive symbol that represents a certain degree of profitability: question marks, stars, pets (often represented by a dog), and cash cows. By assigning each service to one of these 4 categories, executives could then decide wright here to focus their resources and capital to generate the the majority of worth, and wright here to cut their losses.

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How Does the Growth Share Matrix Work?

The expansion share matrix was built on the logic that market leadership results in sustainable exceptional returns. At some point, the market leader obtains a self-reinforcing price benefit that competitors uncover challenging to replicate. These high expansion rates then signal which markets have actually the a lot of expansion potential.

The matrix reveals two determinants that companies should think about as soon as deciding where to invest—agency competitiveness, and also sector attractiveness—through family member market share and development price as the underlying vehicle drivers of these components.

Each of the 4 quadrants represents a certain combination of relative sector share, and growth:

Low Growth, High Share. Companies should milk these “cash cows” for cash to reinvest. High Growth, High Share. Companies need to significantly invest in these “stars” as they have high future potential. High Growth, Low Share. Companies need to invest in or discard these “question marks,” depending upon their chances of coming to be stars. Low Share, Low Growth. Companies have to liquidate, divest, or reposition these “pets.”

As can be viewed, product value depends entirely on whether or not a company is able to attain a leading share of its sector before expansion slows. All commodities will inevitably become either cash cows or pets. Pets are unnecessary; they are evidence of faientice to either obtain a leadership position or to obtain out and also cut the losses.

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The Product Portfolio

Only service providers through a balanced portfolio of products—as reflected in"s development share matrix—deserve to use their toughness to truly capitalize on growth methods.

* Classics Revisited: The Growth Share Matrix

The development share matrix—put forth by founder Bruce Henderson in 1970—remains an effective tool for regulating strategic experimentation amid quick, unpredictable adjust.

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The Charts That Changed the World

HBR lists"s expansion share matrix as 1 of 20 charts that have actually changed the people.


Managing Director & Senior Partner, Chairman of the Henderkid Institute