![]() Market share is the percentage of a market (defined in terms of units sold or revenue) accounted for by a specific product or entity. The BCG matrix considers two different aspects of a business unit or product: The company not only needs to complete a situation analysis for each business, but also needs to determine which businesses warrant focus and investment. The BCG matrix (sometimes called the Growth-Share matrix) was created in 1970 by Bruce Henderson and the Boston Consulting Group to help companies with many businesses or products determine their investment priorities. When a company has many different products or even many different lines of business, strategy becomes more complex.
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