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Healthcare Glossary

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Boston matrix

A product portfolio evaluation tool developed by the Boston Consulting Group, the matrix categorises products into one of four classifications based on market growth and market share.

The four classifications are:

  • Cash cow – low growth, high market share
  • Star – high growth, high market share
  • Problem child – high growth, low market share
  • Dog – low growth, low market share

See also:
McKinsey Seven S's of Management (or 7-S Model)
Balanced Scorecard
Corporate Stratgey
Corporate governance
Cost-benefit analysis
Critical success factors
Decision making unit (DMU)
Drivers
Organic growth/development
SMART objectives
Tactical planning
Vision

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Page & Page is a new kind of marketing communications consultancy. We change beliefs and behaviours to improve health outcomes...

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