![]() I admit it’s a bit dated, □ but this matrix is still a topical marketing tool since it’s very simple to use and understand for your new business. Henderson, popularized the concept in an essay entitled “The Product Portfolio” in 1970. It is a strategic analysis tool created by employees of the “Boston Consulting Group” in the United States: Alan Zakon first sketched it and then, together with his colleagues, he refined his theory. Let’s go ! □įirst, a little history to understand better the BCG Matrix. □ We will also see, 5 examples of use in business environment to better illustrate these ideas. ![]() ![]() In this article, we will see how the BCG Matrix works and what are the steps to make your own marketing strategy.
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