Not dead yet: the rise, fall and persistence of the BCG Matrix

Journal article | Zeitschriftenartikel

The BCG Matrix was introduced almost 50 years ago, and is today considered one of the most iconic strategic planning techniques. Using management fashion theory as a theoretical lens, this paper examines the historical rise, fall and persistence of the BCG Matrix. The analysis highlights the role played by fashion-setting actors (e.g., consultants, business schools and business media) in the rise of the BCG Matrix. However, over time, portfolio planning models such as the BCG Matrix were attacked and discredited by a host of different actors, and gradually fell out of favor. Even though the BCG Matrix has fallen from grace, it is still alive and has left an imprint on management education and practice. Despite being largely discredited in academic circles, many practitioners still view it as an important corporate portfolio planning technique.

Object Details

• ISSN: 1810-5467
• Extent: Seite(n): 19-34
• Language: Englisch
• Notes: Status: Veröffentlichungsversion; begutachtet (peer reviewed)

References and Relationships

• Bibliographic citation: Problems and Perspectives in Management, 15(1)

Classification and Topics

• Subject: Wirtschaft ; Management ; Unternehmensplanung ; Unternehmensberatung ; Portfolio-Management ; strategische Planung ; strategisches Management

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Madsen, Dag Øivind
• Event: Veröffentlichung
• (when): 2017

Further information

• DOI: https://doi.org/10.21511/ppm.15(1).2017.02
• Rights: GESIS - Leibniz-Institut für Sozialwissenschaften. Bibliothek Köln
• Last update: 21.06.2024, 4:27 PM CEST