BCG Matrix

Bruce Henderson's 1970 Boston Consulting Group portfolio tool classifying products as Stars, Cash Cows, Question Marks or Dogs by market growth and relative share.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The BCG Matrix is a portfolio planning tool developed by Bruce Henderson of the Boston Consulting Group around 1970. It classifies products or business units as Stars, Cash Cows, Question Marks, or Dogs based on market growth and relative market share. Companies use it to decide where to invest, harvest, or divest.