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Not dead yet: the rise, fall and persistence of the BCG Matrix
[journal article]
Abstract 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 pl... view more
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.... view less
Keywords
management planning; management counsulting; portfolio management; strategic planning; strategic management
Classification
Management Science
Document language
English
Publication Year
2017
Page/Pages
p. 19-34
Journal
Problems and Perspectives in Management, 15 (2017) 1
ISSN
1810-5467
Status
Published Version; peer reviewed