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The theory underlying the Boston Matrix is the Product Life Cycle concept (below), which states that business opportunities moves through 'life-cycle' phases of introduction, growth, maturity and decline.
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The Boston Matrix The theory underlying the Boston Matrix is the Product Life Cycle concept (below), which states that business opportunities moves through 'life-cycle' phases of introduction, growth, maturity and decline. An anti-clockwise movement around the Boston Matrix quadrants in the following order typically represents these phases: 1. From a market entry position as a 'Question Mark' product. Products are usually launched into high growth markets, but suffer from a low market share. 2. To a 'Star' position as sales and market share are increased. If the investment necessary to build sales and market share is successfully made, then the product's position will move towards the star position of high growth / high market share. 3. To a 'Cash-Cow' position as the market growth rate slows and market leadership is achieved. As the impact of the product life cycle takes effect and the market growth rate slows the product will move from the...
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