Check out our FREE Resources page – Download complimentary business frameworks, PowerPoint templates, whitepapers, and more.







Flevy Management Insights Q&A
How can the BCG Growth-Share Matrix be used to evaluate and prioritize investments in emerging technologies?


This article provides a detailed response to: How can the BCG Growth-Share Matrix be used to evaluate and prioritize investments in emerging technologies? For a comprehensive understanding of BCG Growth-Share Matrix, we also include relevant case studies for further reading and links to BCG Growth-Share Matrix best practice resources.

TLDR The BCG Growth-Share Matrix is a Strategic Planning tool that helps companies prioritize investments in emerging technologies by classifying them into Stars, Question Marks, Cash Cows, and Dogs based on market growth and share.

Reading time: 4 minutes


The BCG Growth-Share Matrix, developed by the Boston Consulting Group, is a strategic planning tool that can be effectively used to evaluate and prioritize investments in emerging technologies. This matrix helps companies to allocate resources among different business units or investment opportunities, based on their market growth rate and relative market share. In the context of emerging technologies, the matrix can provide a structured approach to assessing which technologies hold the potential for significant impact and growth, and therefore, should be prioritized in terms of investment and resource allocation.

Understanding the BCG Growth-Share Matrix

The BCG Growth-Share Matrix classifies business units or investments into four categories: Stars, Question Marks, Cash Cows, and Dogs. Stars are units with high market share in fast-growing industries, requiring significant investment to maintain their position and fuel growth. Question Marks have a low market share in high-growth markets, representing potential opportunities that require careful evaluation. Cash Cows generate steady cash flow with little need for further investment, thanks to their strong position in slow-growing industries. Lastly, Dogs have low market share in low-growth markets and typically do not generate substantial returns.

When applied to emerging technologies, this framework helps businesses identify which technologies can become "Stars" or "Question Marks" that warrant further investment. It also aids in recognizing which areas might not yield significant returns ("Dogs") or are currently profitable with minimal investment ("Cash Cows").

Strategic Planning and Investment Prioritization are critical when dealing with emerging technologies, given their potential to disrupt markets and create new opportunities. The BCG Matrix offers a clear methodology for evaluating these technologies in the context of market dynamics and the company's ability to compete.

Learn more about BCG Growth-Share Matrix BCG Matrix Growth-Share Matrix

Are you familiar with Flevy? We are you shortcut to immediate value.
Flevy provides business best practices—the same as those produced by top-tier consulting firms and used by Fortune 100 companies. Our best practice business frameworks, financial models, and templates are of the same caliber as those produced by top-tier management consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture. Most were developed by seasoned executives and consultants with 20+ years of experience.

Trusted by over 10,000+ Client Organizations
Since 2012, we have provided best practices to over 10,000 businesses and organizations of all sizes, from startups and small businesses to the Fortune 100, in over 130 countries.
AT&T GE Cisco Intel IBM Coke Dell Toyota HP Nike Samsung Microsoft Astrazeneca JP Morgan KPMG Walgreens Walmart 3M Kaiser Oracle SAP Google E&Y Volvo Bosch Merck Fedex Shell Amgen Eli Lilly Roche AIG Abbott Amazon PwC T-Mobile Broadcom Bayer Pearson Titleist ConEd Pfizer NTT Data Schwab

Applying the Matrix to Emerging Technologies

To apply the BCG Growth-Share Matrix to emerging technologies, companies first need to assess the market growth potential of each technology and their relative competitive position. For instance, technologies like artificial intelligence (AI), blockchain, or the Internet of Things (IoT) have been identified by firms like Gartner and McKinsey as high-growth areas with the potential to disrupt various industries. A company investing in AI, with a strong R&D department and intellectual property, might classify AI as a "Star" or "Question Mark" depending on its market share relative to competitors.

Investment decisions can then be informed by this classification. "Stars" and "Question Marks" in the context of emerging technologies could represent areas where companies should focus their R&D efforts, seek partnerships, or make strategic acquisitions to bolster their market position and capitalize on growth opportunities. For example, Google's acquisition of DeepMind can be seen as an investment in a "Star" technology (AI), aiming to secure a leading position in a high-growth market.

Conversely, technologies classified as "Cash Cows" should be optimized to generate steady revenue with minimal additional investment, while "Dogs" might be divested or phased out. This strategic approach ensures that resources are allocated efficiently, focusing on technologies that offer the greatest potential for market leadership and revenue growth.

Learn more about Artificial Intelligence Internet of Things Revenue Growth Leadership

Real-World Examples and Implications

Several leading companies have effectively used principles akin to the BCG Matrix to guide their investments in emerging technologies. Amazon, for instance, has continuously invested in "Star" technologies like cloud computing through its AWS segment, which has shown rapid market growth and where Amazon holds a significant market share. This strategic investment has paid off, with AWS generating a substantial portion of Amazon's operating income.

On the other hand, IBM's strategic divestitures of certain hardware divisions can be seen as a decision to move away from "Dog" areas, where market growth was slow, and IBM's relative market share was not dominant. Instead, IBM has focused on "Star" areas like hybrid cloud and AI.

The strategic application of the BCG Growth-Share Matrix to emerging technologies not only guides companies in prioritizing their investments but also in making critical decisions regarding divestitures, partnerships, and acquisitions. It provides a structured approach to navigating the complex and rapidly changing landscape of technological innovation, ensuring that companies focus their efforts and resources on areas with the highest potential for growth and profitability.

In conclusion, the BCG Growth-Share Matrix remains a valuable tool for strategic planning and investment prioritization, particularly in the context of emerging technologies. By classifying technologies into Stars, Question Marks, Cash Cows, and Dogs, companies can make informed decisions that align with their overall strategic objectives and market dynamics. This strategic framework enables businesses to navigate the complexities of innovation, ensuring that investments in emerging technologies are made judiciously to drive growth and competitive advantage.

Learn more about Strategic Planning Competitive Advantage

Best Practices in BCG Growth-Share Matrix

Here are best practices relevant to BCG Growth-Share Matrix from the Flevy Marketplace. View all our BCG Growth-Share Matrix materials here.

Did you know?
The average daily rate of a McKinsey consultant is $6,625 (not including expenses). The average price of a Flevy document is $65.

Explore all of our best practices in: BCG Growth-Share Matrix

BCG Growth-Share Matrix Case Studies

For a practical understanding of BCG Growth-Share Matrix, take a look at these case studies.

E-commerce Portfolio Rationalization for Online Retailer

Scenario: The organization in question operates within the e-commerce sector, managing a diverse portfolio of products across multiple categories.

Read Full Case Study

BCG Matrix Analysis for Semiconductor Firm

Scenario: A semiconductor company operating globally is facing challenges in allocating resources efficiently across its diverse product portfolio.

Read Full Case Study

Strategic Portfolio Analysis for Retail Chain in Competitive Sector

Scenario: The organization is a retail chain operating in a highly competitive consumer market, with a diverse portfolio of products ranging from high-turnover items to niche, specialty goods.

Read Full Case Study

BCG Matrix Evaluation for Agritech Firm in Competitive Landscape

Scenario: An Agritech firm operating within a highly competitive sector is seeking to evaluate its product portfolio to better allocate resources and drive focused growth.

Read Full Case Study

BCG Matrix Analysis for Specialty Chemicals Manufacturer

Scenario: The organization in focus operates within the specialty chemicals sector, facing a pivotal moment in its strategic planning.

Read Full Case Study

Luxury Brand Portfolio Optimization in the High-End Fashion Sector

Scenario: A luxury fashion house is grappling with portfolio optimization amidst shifting consumer trends and market volatility.

Read Full Case Study

Explore all Flevy Management Case Studies

Related Questions

Here are our additional questions you may be interested in.

Can the Boston Matrix be effectively applied in non-profit organizations, and if so, how?
The Boston Matrix can be adapted for non-profit organizations to evaluate programs based on potential impact and effectiveness, aiding in Strategic Planning, Resource Allocation, and Impact Maximization. [Read full explanation]
How does the Growth-Share Matrix align with agile methodologies in product development and management?
The Growth-Share Matrix and Agile methodologies complement each other in Strategic Planning, Resource Allocation, Market Responsiveness, Innovation, Performance Management, and Operational Excellence, enhancing decision-making in product development and management. [Read full explanation]
What role does artificial intelligence play in optimizing the Growth-Share Matrix for predictive analytics and market trend forecasting?
AI transforms the Growth-Share Matrix into a dynamic tool for Strategic Planning, enabling precise market trend forecasting and optimized decision-making for sustainable growth. [Read full explanation]
How can the Growth-Share Matrix be adapted for digital businesses, especially those operating on platform models?
Adapting the Growth-Share Matrix for digital platforms involves incorporating Network Effects, Data Monetization Potential, and Scalability, with examples like Spotify and Netflix illustrating the transition through quadrants via data utilization and customer-centric innovation. [Read full explanation]
Can the Growth-Share Matrix be integrated with customer lifetime value (CLV) models to enhance strategic decision-making?
Integrating the Growth-Share Matrix with Customer Lifetime Value models provides a comprehensive, customer-centric approach to Strategic Planning, optimizing resource allocation and long-term profitability. [Read full explanation]
How can the Growth-Share Matrix be utilized to assess and strategize for the impact of remote work trends on business units?
The Growth-Share Matrix is a strategic framework that can guide organizations in reallocating resources and adjusting strategies for business units in light of remote work trends, focusing on innovation, Digital Transformation, and Operational Excellence. [Read full explanation]

Source: Executive Q&A: BCG Growth-Share Matrix Questions, Flevy Management Insights, 2024


Flevy is the world's largest knowledge base of best practices.


Leverage the Experience of Experts.

Find documents of the same caliber as those used by top-tier consulting firms, like McKinsey, BCG, Bain, Deloitte, Accenture.

Download Immediately and Use.

Our PowerPoint presentations, Excel workbooks, and Word documents are completely customizable, including rebrandable.

Save Time, Effort, and Money.

Save yourself and your employees countless hours. Use that time to work on more value-added and fulfilling activities.




Read Customer Testimonials



Download our FREE Strategy & Transformation Framework Templates

Download our free compilation of 50+ Strategy & Transformation slides and templates. Frameworks include McKinsey 7-S Strategy Model, Balanced Scorecard, Disruptive Innovation, BCG Experience Curve, and many more.