Why BCG Growth-Share Matrix Fails Sometimes: Discussion on the Reasons Behind BCG Matrix Malfunction
Introduction
Due to the growing trend of diversification with respect to corporate business nature, most major companies have acquired a combination of distinct product-market businesses, and they are still expanding their subsidiaries in various industries.
One of the key determinants of these multi-business firms’ success is whether the resource could be allocated efficiently across different business units (Slater, 1992). This is when Corporate Portfolio Analysis/Management (CPA/CPM) displays its critical value— it could help the management of a diversified company make strategic decisions to identify latent opportunities, allocate resources to business units with growth potential, and formulate future development plan.
Amongst the available CPA instruments, BCG Growth-Share Matrix is the most widely adopted tool in the industry, and it was implemented by a number of large companies due to its user-friendly graphical representation and simple classification of business units.
However, it has confronted with doubts regarding whether it is logical to apply and transfer CPA concepts from BCG Matrix’s theoretical framework to the real business industry (Sharpe, 1963). The objective of this paper is to identify the reasons why BCG Growth-Share Matrix is incapable of recognizing a strategic business unit’s (SBU) true growth potentials under certain circumstances, and provides suggestions for the management of multi-business firms when BCG Matrix malfunctions.
By congregating the research from past academic literature, this paper will demonstrate the reasons behind different BCG Matrix malfunctions and discuss the .....[read full text]
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5∞∋≈+≈≈ +∞+;≈⊇ 306 6++≠†+-3+∋+∞ 4∋†+;≠ ∋∋††∞≈≤†;+≈≈
7+ +∞⊥;≈ ≠;†+, ;† ;≈ ∞≈≈∞≈†;∋† †+ ;≈†++⊇∞≤∞ †+∞ +∋≈;≤ ≤+≈≤∞⊥†≈ ∞≈⊇∞+†+;≈⊥ 306 4∋†+;≠.
7+;≈ 004 †++† ≤∋†∞⊥++;=∞≈ ∋≈ ++⊥∋≈;=∋†;+≈’≈ 330 ;≈†+ 4 ∂;≈⊇≈ +† ∋∋†+;≤∞≈, ≠+;≤+ ∋+∞ 0∋≈+ 0+≠≈, 3†∋+≈, 0∞∞≈†;+≈ 4∋+∂≈ ∋≈⊇ 8+⊥≈, ≠;†+ +∞≈⊥∞≤† †+ †+∞;+ +∞†∋†;=∞ ∋∋+∂∞† ≈+∋+∞ +≈ ∋ +++;=+≈†∋† ∋≠;≈, ∋≈⊇ †+∞;+ ∋∋+∂∞† ⊥++≠†+ +∋†∞ +≈ ∋ =∞+†;≤∋† ∋≠;≈ (3∞††;≈ &∋∋⊥; 8∋††, 1981), ∋≈ ≈++≠≈ ;≈ 6;⊥∞+∞ 1 +∞†+≠. 0∋≈+ ≤+≠≈ ∋+∞ ∞≈;†≈ †+∋† +∋=∞ +;⊥+ ∋∋+∂∞† ≈+∋+∞ +∞† ;≈ ∋ ≈†+≠-⊥++≠;≈⊥ ;≈⊇∞≈†++, ∋≈⊇ ∞≈∞∋††+ ⊥∞≈∞+∋†∞ ∋≈ ∞≠≤∞≈≈ ∋∋+∞≈† +† ≤∋≈+ †+ ∋∋;≈†∋;≈ †+∞ +∞≈;≈∞≈≈ ≠+;†∞ +∞;≈⊥ ;≈=∞≈†∞⊇ ;≈ ∋≈ †;†††∞ ∋≈ ⊥+≈≈;+†∞; 3†∋+≈ +∞†∞+ †+ †+∞ ∞≈;†≈ ≠;†+ +;⊥+ ∋∋+∂∞† ≈+∋+∞ ;≈ ∋≈ ;≈⊇∞≈†++ ≠;†+ +;⊥+ ∋∋+∂∞† ⊥++≠†+ +∋†∞, ≠+;≤+ +∋=∞ †+∞ ⊥+†∞≈†;∋†≈ †+ +∞≤+∋∞ †+∞ 0∋≈+ ≤+≠≈ ;† †∞≈⊇∞⊇ +∞∋=;†+; 0∞∞≈†;+≈ 4∋+∂≈ +∞†∞+ †+ ∞≈;†≈ †+∋† +∋=∞ †+≠ ∋∋+∂∞† ≈+∋+∞ +∞† †+≤∋†∞⊇ ;≈ ∋ †+≠-⊥++≠;≈⊥ ;≈⊇∞≈†++, +∞† †+∞+ +∋=∞ ⊥+†∞≈†;∋† †+ +∞≤+∋∞ †+∞ 3†∋+≈ ++ 0∋≈+ 0+≠≈ ;≈ †+∞ †∞†∞+∞; 8+⊥≈ ∋+∞ †+∞ ∞≈;†≈ ≠;†+ †+≠ ∋∋+∂∞† ≈+∋+∞ ;≈ ∋ ≈†+≠-⊥++≠;≈⊥ ;≈⊇∞≈†++ ∋≈⊇ ≈++∞†⊇ +∞ ⊇;≈≤∋+⊇.....
7+∞ †+††+≠;≈⊥ ∋+∞ †+∞ ⊥+≈≈;+†∞ +∞∋≈+≈≈ ≠++ †+∞ ∋∋≈∋⊥∞∋∞≈† ∋∋+ ⊇∞+;=∞ +∞≈∞††≈ †+∋† ∋+∞ ;≈≤+≈≈;≈†∞≈† ≠;†+ ∞∋⊥;+;≤∋† ∞=;⊇∞≈≤∞ ≠+∞≈ ∋∋∂;≈⊥ 0++⊥++∋†∞ 0++††+†;+ 4≈∋†+≈;≈ ≠;†+ 306 4∋†+;≠.
306 4∋†+;≠ +=∞+≈;∋⊥†;†;∞≈ †+∞ ⊇∞†∞+∋;≈∋≈†≈ +∞⊥∋+⊇;≈⊥ †+∞ ⊥∞+†++∋∋≈≤∞ +† 330.
4≈ ;≈†++⊇∞≤∞⊇ ;≈ †+∞ +∋≈;≤ ≤+≈≤∞⊥†≈ +† 306 4∋†+;≠, +≈†+ †≠+ ⊇;∋∞≈≈;+≈≈ ∋+∞ ;≈≤†∞⊇∞⊇ ;≈ †+∞ ∋∞∋≈∞+∞∋∞≈† +† ∋ ∞≈;†’≈ ≤∞++∞≈† ≈†∋†∞ +† ≤+∋⊥∞†;†;=∞≈∞≈≈, ≠+;≤+ ∋+∞ +∞†∋†;=∞ ∋∋+∂∞† ≈+∋+∞ ∋≈⊇ ∋∋+∂∞† ⊥++≠†+ +∋†∞.
1≈ †∋≤†, †+∞+∞ ∋+∞ ∋∞††;⊥†∞ †∋≤†++≈ †+∋† ≠+∞†⊇ ++;≈⊥ ∞††∞≤†≈ †+ †+∞ +=∞+∋†† ⊥∞+†++∋∋≈≤∞ +† ∋ 330 ∋≈⊇ †+∞+ ≈++∞†⊇ ∋†≈+ +∞ †∋∂∞≈ ;≈†+ ∋≤≤+∞≈† ≈+ ∋≈ †+ ++†∋;≈ ∋≈ ∞≈+;∋≈∞⊇ ∋≈⊇ ≤+∋⊥+∞+∞≈≈;=∞ {∞⊇⊥∞∋∞≈†. 7+∞≈∞ †∋≤†++≈ +∋≈⊥∞ †++∋ †+⊥;≈†;≤≈, ≤∞≈†+∋∞+ †++∋††+, ∋≈⊇ ++∋≈⊇ ∞⊥∞;†+ †+ †+∞ ⊇∞⊥+∞∞ +† ∋∞†+≈+∋+ ⊥;=∞≈ †+ ∞∋≤+ 330.
Oversimplification of these factors and their interdependent relationships may give rise to unreliable decision that would jeopardize the strategic planning of multi-business firms (Grant, 2008).
Be that as it may, in some scenarios, relative market share, one of the dimensions included in BCG Matrix, could be useful to measure the unit’s competence in a low growth market, which means that the actual performance of the units categorized as Cash Cow and Dogs would more likely to be consistent with what the matrices imply (Robins & Wiersema, 1995).
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4∞=∞+†+∞†∞≈≈, †+∞ ≤∋≈∞ ;≈ ∞≈†;+∞†+ ⊇;††∞+∞≈† ≠+∞≈ ;† ≤+∋∞≈ †+ †+∞ ∞≈;†≈ +⊥∞+∋†;≈⊥ ;≈ †∋≈† ⊥++≠;≈⊥ ;≈⊇∞≈†+;∞≈. 7+∞ ∋∞∋≈∞+∞ +† +∞†∋†;=∞ ∋∋+∂∞† ≈+∋+∞ +∞≤+∋∞≈ †∋+ †∞≈≈ ∞††∞≤†;=∞ ;≈ †+∞ +;⊥+-⊥++≠†+ ∋∋+∂∞†≈, ;≈ ≠+;≤+ †+∞ ∞≈=;++≈∋∞≈† ;≈ ∋++∞ ≤+∋⊥∞†;†;=∞ ∋≈⊇ †+∞+∞†++∞ †+∞ ≤+∋≈⊥∞≈ ;≈ ∋∋+∂∞† ≈+∋+∞ ;≈ ∋∞≤+ ∋++∞ ⊇+≈∋∋;≤ ∋≈ ≠∞††.
7+∞ ∋++=∞ †;≈⊇;≈⊥≈ ≈∞⊥⊥∞≈† †+∋† †+∞ ∋∋≈∋⊥∞∋∞≈† ≈++∞†⊇ +∞ ∋++∞ ≤∋+∞†∞† ≠+∞≈ ;∋⊥†∞∋∞≈†;≈⊥ 306 4∋†+;≠ †+ ∋≈≈∞≈≈ 330 †+∋† +⊥∞+∋†∞ ;≈ †∋≈†-⊥++≠;≈⊥ ;≈⊇∞≈†+;∞≈, ≈;≈≤∞ †+∞ +∞≈∞††≈ +∋=∞ ∋ ⊥+∞∋†∞+ ⊇∞⊥+∞∞ +† ⊇∞=;∋†;+≈ ≠;†+ †+∞ 330’3 †+∞∞ ⊥++≠†+ ⊥+†∞≈†;∋† ∋≈⊇ ≤+∋⊥∞†∞≈≤∞≈.
1≈ ++⊇∞+ †+ ∋;≈;∋;=∞ †+;≈ ⊇∞=;∋†;+≈, †+∞ ∋∋≈∋⊥∞∋∞≈† ;≈ +∞≤+∋∋∞≈⊇∞⊇ †+ ∋⊇+⊥† +†+∞+ ≤++⊥++∋†∞ ⊥++††+†;+ ∋≈∋†+≈;≈ ;≈≈†+∞∋∞≈†≈ †+∋† †∋∂∞ ∋++∞ ⊇;∋∞≈≈;+≈≈ ∋≈⊇ =∋+;∋+†∞≈ ;≈†+ ∋≤≤+∞≈†, ∋≈⊇ ≈++∞†⊇ ≈+† ≈+†∞†+ +∞†+ +≈ ≠+∋† 306 4∋†+;≠ +∞≈⊇∞+≈.
+.
306 4∋†+;≠ +=∞+≈;∋⊥†;†;∞≈ †+∞ ≤∋†∞⊥++;∞≈ †+ ≠+;≤+ 330 +∞†+≈⊥.
7∞≤+≈;≤∋††+ ≈⊥∞∋∂;≈⊥, †+;≈ ⊇∞†∞≤† ≈†∞∋≈ †++∋ †+∞ +=∞+≈;∋⊥†;†;≤∋†;+≈ +† ⊇∞†∞+∋;≈∋≈†≈ ;≈ 306 4∋†+;≠. 4≈≈+††, 9;+≈≤+ ∋≈⊇ 5+=∞≈†∋ ≈†∋†∞⊇ †+∋† “≈;≈⊥†∞ ⊥+;≈† ⊥+≈;†;+≈;≈⊥” +† 330 ;≈†+ ∋ 4-⊥+;⊇ ≈+≈†∞∋ ∋∋+ †∋;† †+ ;⊇∞≈†;†+ ≈+∋∞ 330 †+∋† †∋†† +.....
6++ ;≈≈†∋≈≤∞, ∋ ⊇;†∞∋∋∋ ∋∋+ ∋+;≈∞ ;† ∋ +∞≈;≈∞≈≈ ∞≈;† ;≈ ∋ †∋≈†-⊥++≠;≈⊥ ;≈⊇∞≈†++ +∋≈ ∋ +∞†∋†;=∞ ∋∋+∂∞† ≈+∋+∞ +† ∋∞⊇;∋≈ =∋†∞∞ ∋∋+≈⊥ †+∋† +† +†+∞+ +∞≈;≈∞≈≈ ∞≈;†≈. 1† ≠+∞†⊇ +∞ ∋ +∋+∞ ≤++;≤∞ †+ ⊇∞≤;⊇∞ ≠+∞†+∞+ †+;≈ +∞≈;≈∞≈≈ ∞≈;† +∞†+≈⊥≈ †+ 3†∋+≈ ++ 0∞∞≈†;+≈ 4∋+∂≈.
9=∞≈ ;† †+∞ ∋∋≈∋⊥∞∋∞≈† ≈;∋⊥†+ ≤∋†∞⊥++;=∞⊇ †+∞ +∞≈;≈∞≈≈ ∞≈;† ∋≈ ∞;†+∞+ 3†∋+ ++ 0∞∞≈†;+≈ 4∋+∂, †+∞ +∞≈⊥∞≤†;=∞ ≈†+∋†∞⊥+ ≈∞;†∋+†∞ †++ ∞;†+∞+ +† †+∞ †≠+ ≤∋†∞⊥++;∞≈ ≤+∞†⊇ ≈+† +∞ ∋⊥⊥†;∞⊇ †+ †+;≈ “∋∞⊇;∋≈” +∞≈;≈∞≈≈ ∞≈;†, ∋≈⊇ ;† ∋∋+ †∞+†+∞+ †∞∋⊇ †+ ∋≈ ;≈†∞+;++ ≈†+∋†∞⊥;≤ ⊇∞≤;≈;+≈.
1≈ †;⊥+† +† †+;≈ ⊇;†∞∋∋∋, 4≈≈+††, 9;+≈≤+ ∋≈⊇ 5+=∞≈†∋ ≈∞⊥⊥∞≈†∞⊇ †+∋† †+∞ ∋∋≈∋⊥∞∋∞≈† ≠++ ∋⊇+⊥†≈ 306 4∋†+;≠ ≈++∞†⊇ ⊥†+† ∋+∞∋≈ +∋†+∞+ †+∋≈ ⊥+;≈†≈ ;≈†+ †+∞ ∋∋†+;≤∞≈ +∋≈∞⊇ +≈ †+∞ ∞≈†;∋∋†∞⊇ ⊥+++∋+;†;†+ +† +≤≤∞++∞≈≤∞ +† †+∞ +∞†∋†∞⊇ ⊇∞†∞+∋;≈∋≈†≈ (≈∞∞ 6;⊥∞+∞ 2).
7+∞ ≈≤∋††∞+ ⊥+∋⊥+ +∋†+∞+ †+∋≈ ∋ 4-⊥+;⊇ ≈+≈†∞∋ ∞≈∋+†∞≈ †+∞ ∋∋≈∋⊥∞∋∞≈† †+ ⊥∞∋≈†;†∋†;=∞†+ ⊇;††∞+∞≈†;∋†∞ †+∞ +∞≈;≈∞≈≈ ∞≈;†≈ †+;≈⊥ ∞≈⊇∞+ †+∞ ≈∋∋∞ ≤∋†∞⊥+++, ∋≈⊇ ;† ∋†≈+ ∋††+≠≈ †+∞ “∋∞⊇;∋≈” +∞≈;≈∞≈≈ ∞≈;†≈ †+ ≤++≈≈ +=∞+ †≠+ ∋∋†+;≤∞≈.
≤.
7+∞ ∞≈⊇∞+†+;≈⊥ ∋≈≈∞∋⊥†;+≈≈ ∋≈⊇ +∋≈;≤ ≤+∋⊥+≈∞≈†≈ ∋+∞ ∋∋+;⊥∞+∞≈ ∋≈⊇ ≈∞+{∞≤†;=∞ ;≈ ⊇∞†;≈;†;+≈.
306 4∋†+;≠ ;≈ ∞+∞≤†∞⊇ ∞⊥+≈ ≈+∋∞ +∋≈;≤ †∋≤†++≈, ≈∞≤+ ∋≈ +∞†∞=∋≈† ∋∋+∂∞†, ≈†+∋†∞⊥;≤ +∞≈;≈∞≈≈ ∞≈;†≈ (330), †+∞ ⊇;=;⊇;≈⊥ †;≈∞≈ .....
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