Executive Onboarding
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<strong>Executive</strong> <strong>Onboarding</strong><br />
Figure 6: The BCG growth-share matrix<br />
Stars are portfolios with a high market share and are within a fastgrowing<br />
industry. Stars originate from successful question marks<br />
with a market- or niche-leading trajectory and the hope is that<br />
with time they turn into cash cows. Stars often require substantial<br />
investment to fight competitors and to maintain a sound growth<br />
rate. When industry growth slows down, and if they remain a<br />
niche leader or are amongst market leaders, they become cash<br />
cows – or alternatively, dogs.<br />
Cash cows comprise product portfolios with a high market share<br />
that are in a slow-growing industry. Such product portfolios<br />
typically generate more cash than needed to maintain the<br />
portfolio, thus, are crucial to the company simply due to their cash<br />
generating qualities. Cash cows typically require little investment<br />
because they are already successful.<br />
Dogs are portfolios with low market share within a mature and<br />
slow-growing industry. These portfolios typically only run at<br />
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