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History of the BCG Matrix • 1960’s – diversification of businesses • Need for universal management tool • First implementation in 1969 by Boston Consulting Group. Portfolio Analysis • Strategic Business Unit (SBU) Definition • Single independent operation of a company • Has its ... These two factors play an important part in the success of a business/enterprise, and they are what make up the Growth Share Matrix. The growth share matrix basically splits opportunities into four quadrants: those that require low cash investment and involve low cash returns (Quadrant 1), those that require high cash investment and involve ... The growth vectors are market penetration, market development, product development and diversification (Hall and Lobina, 2007). This matrix is used by marketers, who have valor to grow in market and create competitive advantage. 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