The 4 BCG Categories are not Always Stages

      
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		            		Shridesh, India
			            
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
												
				                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
												
				                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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