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| Topic: |
Technology
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| Number of pages / Number of words: |
3 / 744 |
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Question marks must be analysed carefully in order to determine whether they are worth the investment required to grow market share.
o Stars. Stars generate large amounts of cash because of their strong relative market share, but also consume large amounts of cash because of their high growth rate; therefore the cash in each direction approximately nets out...
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If a star can maintain its large market share, it will become a cash cow when the market growth rate declines. The portfolio of a diversified company always should have stars that will become the next cash cows and ensure future cash generation.
o Cash cows. As leaders in a mature market, cash cows exhibit a return on assets that is greater than the market growth rate, and thus generate more cash than they consume...
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