Original Research

The growth share matrix as a planning tool: Caveats and practical problems

C. G. Robinson
South African Journal of Business Management | Vol 17, No 1 | a1031 | DOI: https://doi.org/10.4102/sajbm.v17i1.1031 | © 2018 C. G. Robinson | This work is licensed under CC Attribution 4.0
Submitted: 22 October 2018 | Published: 31 March 1986

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C. G. Robinson, Graduate School of Business Administration, University of the Witwatersrand, South Africa

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Abstract

Limitations exist on the naive application of the growth share and growth gain matrices as resource allocation techniques. This, the last in a series of three articles, points out some considerations essential for successful application of the Boston Consulting Group's approach to setting strategy. Thirteen caveats ranging from the breakdown of the implicit correlations between cash flows and market share and market growth rate through motivational and political problems must condition a competent analysis. Practical problems in implementing portfolio planning are highlighted.

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