Not dead yet: the rise, fall and persistence of the BCG Matrix
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...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2017-03-01
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| Series: | Problems and Perspectives in Management |
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| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/8203/PPM_2017_01_Madsen.pdf |