BCG Matrix Question Mark Strategies and Examples

Strategic Portfolio Management
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Gale Nichols
Student (University), Trinidad and Tobago

BCG Matrix Question Mark Strategies and Examples

What type of strategy and policies may be used by an organization or business unit for a product line which falls into the category "Question Mark" in the BCG Matrix?
Can you give an example of a company employing such Question Mark Strategy?


Jaap de Jonge
Editor, Netherlands

Example of Question Mark Strategy

You will find many examples of question mark strategies in the high tech and pharma industries. One example is Google Glass.

Google Glass arrived and was liquidated in a short space of time. Apparently not even Google's products and services are all hits… Google Glass might have been another smart product that could have made its way into smart home networks. But Glass went the way of Google+, and many other Google tryout services, ending the possibility of a more immersive connected experience at least for now.

Google had been developing smart glasses for several years before a retail version became generally available in 2014, following a limited-availability run in 2013. This was during a time when smart devices, multitasking, and button-free commands became main topics and talking points in the tech industry. The company believed at the time that then was the right time to push Google Glass to consumers, as it offered a hand-free means of viewing content and performing tasks.
But it was abandoned due to disappointing initial sales figures. Reasons might have been that the price (±$1,500) was too high, or that the market was not yet ripe at the time.


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