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Shridesh, India
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The 4 BCG Categories are not Always Stages
Note that it's not alway mandatory that a product goes through all of these four BCG stages.
For example, there are many cases where a product was launched and after that goes away as a 'Dog' or never makes it into any other stage.
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nikhil Student (MBA), India
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Not Making it to the Next BCG Stage
Agreed. One reason for this could be technological obsolescence.
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Jaap de Jonge Editor, Netherlands
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The 4 BCG Categories are Often, But not Always Stages
I agree too. Indeed the 4 categories in the BCG Matrix (Question Mark ⇨ Star ⇨ Cash Cow ⇨ Dog) were typically (meant as) stages, but not necessary so.
Another reason for this could be that in special circumstances, a product might "fall back" into one of the normally earlier stages.
For example, what was believed to be a dog might turn out to become a massive cash cow after all. IBM mainframes is one such example. I believe they are still around and sold.
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