Older conglomerates like Dupont likely still gain value from its insights, as well as a host of modern tech companies like Amazon, Google and Microsoft which all manage hundreds of different product lines. While the matrix is now in middle age, at almost 50 years old, it's as relevant as ever. Throughout the 70s and 80s, the growth share matrix exploded in popularity and, reportedly, was used by about half of all Fortune 500 companies (according to estimates published in the HBR). The growth share matrix was created by Bruce Henderson, the founder of BCG, in 1970.Īt the time, Henderson was looking for a 'disciplined and systematic' way to help large companies and conglomerates manage their product portfolios, business units and R&D budgets. The creation of the BCG growth share matrix In this post, we'll do a deep dive into the growth share matrix and explain why it was created, cover the core use cases and demonstrate with an example (using Google's product suite). Kenton Kivestu, ex-Google, ex-BCG, Founder at RocketBlocksĬreation story | Use cases | Example use | Video summary
What is the BCG Growth Share matrix? An overview of the iconic BCG matrix framework
