Abschied vom Marktwachstums-Marktanteils-Portfolio nach über 35 Jahren Einsatz? Eine kritische Überprüfung der BCG-Matrix

The Growth Share Matrix (BCG Matrix) was introduced by the Boston Consulting Group more than 35 years ago and is still in widespread use despite severe doubts as to its suitability. This paper summarizes the respective research results gathered over the years and illustrates the problems of the BCG matrix by means of a case study on the aviation group Lufthansa. Finally, potential consequences for practical application, teaching and research are discussed. The author concludes that the deficiencies of the BCG matrix are not compensated by its potential benefits and, hence, it should not be used. One cannot recommend without reservation to follow the example of Kotler and Keller and remove the BCG matrix from textbooks. However, at least it must not be taught or used as a prescriptive guide or without proper critical review. Copyright Springer-Verlag 2008