During its peak of popularity in 1970’s and 1980’s, BCG matrix / Growth Share matrix was used by almost half of the fortune 500 companies. The Growth Share matrix is a business portfolio management framework that helps organization such as American Express in deciding – How to prioritize different businesses.
It was published in BCG in-house magazine called – Perspectives. The growth share matrix was created by BCG founder Bruce Henderson in 1968. believes that BCG matrix / Growth Share matrix is highly efficient strategic tool for large diverse conglomerate. What is BCG / Growth Share Matrix? Introduction to BCG MatrixĪt EMBA Pro, we highly recommend American Express to use the BCG matrix / growth share matrix for portfolio management as American Express is managing diverse businesses and multiple products.
