The vertical axis of the GE / McKinsey matrix is industry attractiveness, which is determined by factors such as the following: The result is a quantitative measure of industry attractiveness and the business unit's relative performance in that industry. Industry attractiveness and business unit strength are calculated by first identifying criteria for each, determining the value of each parameter in the criteria, and multiplying that value by a weighting factor. The GE matrix generalizes the axes as "Industry Attractiveness" and "Business Unit Strength" whereas the BCG matrix uses the market growth rate as a proxy for industry attractiveness and relative market share as a proxy for the strength of the business unit.The GE matrix however, attempts to improve upon the BCG matrix in the following two ways: The GE / McKinsey matrix is similar to the BCG growth-share matrix in that it maps strategic business units on a grid of the industry and the SBU's position in the industry.
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