An important concern in implementing the Boston Consulting Group matrix is to determine whether to invest in or divest a question mark.

Question

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The Boston Consulting Group (BCG) matrix classifies business units or products into four categories: Stars, Cash Cows, Dogs, and Question Marks. An important strategic decision for managers using this matrix is determining whether to invest further in Question Marks (products with high market growth but low market share) to turn them into Stars, or to divest them if turning them into Stars seems unlikely or too resource-intensive.

An Important Concern in Implementing the Boston Consulting Group Matrix