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







Flevy Management Insights Q&A
How can the Boston Matrix guide strategic pivoting in fast-changing industries?


This article provides a detailed response to: How can the Boston Matrix guide strategic pivoting in fast-changing industries? For a comprehensive understanding of Boston Matrix, we also include relevant case studies for further reading and links to Boston Matrix best practice resources.

TLDR The Boston Matrix aids in Strategic Pivoting by offering a framework for evaluating product portfolios, guiding investment decisions, optimizing portfolio balance, and facilitating Strategic Decision-Making and Risk Management in fast-changing industries.

Reading time: 4 minutes


The Boston Matrix, also known as the Growth-Share Matrix, is a tool developed by the Boston Consulting Group (BCG) in the 1970s. It assists organizations in analyzing their portfolio of businesses or products to decide on resource allocation and strategic direction. The matrix categorizes products or business units into four quadrants based on their market growth rate and relative market share: Stars, Question Marks, Cash Cows, and Dogs. In fast-changing industries, the Boston Matrix can guide strategic pivoting by providing a framework for evaluating the current and potential position of products or business units and making informed decisions about investment, development, divestiture, or discontinuation.

Identifying Growth Opportunities and Allocating Resources

The first step in leveraging the Boston Matrix for strategic pivoting is to identify growth opportunities by evaluating each product or business unit's market growth rate and relative market share. Stars, with high growth and high market share, require significant investment to maintain or grow their position but are expected to generate substantial returns. Question Marks, with high growth but low market share, represent potential future stars but require careful consideration on whether to invest heavily to increase market share or divest if the prospects do not justify the investment.

Organizations in fast-changing industries can use this analysis to prioritize investments in areas with the highest potential return. For example, a technology company might identify a new product as a Question Mark in a rapidly growing market and decide to allocate significant resources to develop and market the product aggressively, aiming to turn it into a Star. Conversely, the same company might decide to divest or phase out a Dog that is draining resources without offering substantial growth prospects.

Real-world examples include Apple's strategic investment in the iPhone and iPad, which were seen as Question Marks at their inception but quickly became Stars, driving significant revenue growth for the company. This strategic allocation of resources, guided by the principles of the Boston Matrix, allowed Apple to pivot effectively in the fast-changing technology industry.

Learn more about Boston Matrix Revenue Growth

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

Optimizing Portfolio Balance for Sustained Growth

The Boston Matrix also guides organizations in optimizing their portfolio balance to ensure sustained growth and profitability. Cash Cows, with high market share in low-growth markets, generate steady cash flow that can be used to invest in Stars and Question Marks. Maintaining a balanced portfolio with a mix of Cash Cows to fund growth initiatives and Stars for future profitability is crucial for long-term success, especially in industries experiencing rapid change.

Organizations can use insights from the Boston Matrix to strategically pivot by reinvesting profits from Cash Cows into developing or acquiring Question Marks with the potential to become Stars. This strategic reinvestment can help organizations stay ahead of the curve in innovation and market leadership. For instance, Google's use of profits from its search engine business (a Cash Cow) to invest in areas like autonomous vehicles and artificial intelligence demonstrates an effective strategic pivot guided by the principles of the Boston Matrix.

Moreover, the strategic divestiture of Dogs or non-performing Question Marks can free up resources that can be better utilized elsewhere in the portfolio. This approach ensures that the organization's resources are concentrated on areas with the highest potential for growth and profitability, a key consideration in industries that are constantly evolving.

Learn more about Artificial Intelligence Leadership

Facilitating Strategic Decision-Making and Risk Management

The Boston Matrix not only helps in resource allocation and portfolio optimization but also facilitates strategic decision-making and risk management. By categorizing products or business units into the four quadrants, organizations can gain clear insights into where to focus their efforts and investments for maximum impact. This clarity is particularly valuable in fast-changing industries where the cost of misallocation of resources is high.

Strategic pivoting, guided by the Boston Matrix, involves not just investment decisions but also strategic withdrawals from markets or segments that no longer align with the organization's growth objectives or where the competitive landscape has become too challenging. This proactive approach to risk management can help organizations avoid significant losses and focus on more promising opportunities.

For example, Netflix's decision to pivot from DVD rentals to streaming services was a strategic move that involved phasing out what could be considered a Cash Cow in favor of investing in a Question Mark that had the potential to redefine the industry. This decision, which can be analyzed through the lens of the Boston Matrix, allowed Netflix to capitalize on the shift towards digital consumption and establish a dominant position in the streaming market.

In conclusion, the Boston Matrix provides a robust framework for organizations in fast-changing industries to guide strategic pivoting. By offering a structured approach to analyzing and optimizing the product or business unit portfolio, it helps organizations make informed decisions about where to invest, develop, divest, or discontinue. This strategic tool remains relevant in today's dynamic business environment, enabling organizations to navigate change and achieve sustained growth and profitability.

Learn more about Risk Management Competitive Landscape

Best Practices in Boston Matrix

Here are best practices relevant to Boston Matrix from the Flevy Marketplace. View all our Boston 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: Boston Matrix

Boston Matrix Case Studies

For a practical understanding of Boston Matrix, take a look at these case studies.

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

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

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 BCG Growth-Share Matrix be used to evaluate and prioritize investments in emerging technologies?
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. [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]

Source: Executive Q&A: Boston 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.