Company Strategy if Lacking Question Marks?

Strategic Portfolio Management
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Nyle, USA

Company Strategy if Lacking Question Marks?

If a business has no Question Marks (or just one), what should it do?


Luc Baz., France

No Question Marks...

The idea of the BCG Matrix is clearly to have a PORTFOLIO of products. In this portfolio there should be cash cows (generating lots of cash) and also some stars and question marks (consuming cash to further develop). This means that the answer to the question is that the firm should invest in R&D and Product Development, especially if there are also no or few Stars. Otherwise the firm will have no growth potential in the future.

Jaap de Jonge
Editor, Netherlands

What Should a Company do if it Has no Question Marks?

It depends a little bit on the expected lifespan of its cash cow(s) and star(s), but normally such company should make sure it gets one or a few question marks.
This could be accomplished through innovation, R&D as Luc already pointed out.
Another possibility is to acquire a question mark(s). For example buy a start-up that has developed a potentially very promising product, but is lacking adequate financial funding. You see this happening all the time in the pharma industry.


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