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ADL MatrixKnowledge Center |
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The ADL Matrix from Arthur D. Little is a portfolio management method. The ADL portfolio management approach uses an industry assessment and a business strength assessment as its dimensions. The industry measurement is an identification of the life cycle of the industry. The business strength measure is a categorization of the corporation's SBU's into one of five (six) competitive positions: dominant, strong, favorable, tenable, weak (and non-viable). This yields a matrix of 5 competitive positions by 4 life cycle stages. Positioning in the matrix identifies a general strategy. Defining the line of business in the ADL matrix![]() In the ADL Matrix approach, the strategist must identify discrete businesses by finding commonalities among products and business lines using the following criteria as guidelines:
Assessing the Industry Life Cycle stage in the ADL MatrixThe assessment of the Industry Life Cycle stage of each company is made on the basis of:
Assessing the competitive position in the ADL MatrixThe competitive position of a firm is based on an assessment of the following criteria:
LIMITATIONSSome known limitations of the ADL Matrix are:
Compare with the ADL Matrix: BCG Matrix | McKinsey Matrix | STRATPORT | Product Life Cycle | Bass Diffusion Model | Innovation Adoption Curve | Profit Pools | Four Trajectories of Industry Change | Forget Borrow Learn | Product/Market Grid | Three Dimensional Business Definition Return to Management Hub: Finance & Investing | Marketing & Sales | Strategy & Innovation |
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