Abstract
Boston Consulting Group’s Growth – Share Matrix (BCG Matrix) in its original format is a simple 2 × 2 matrix which establishes the correlation between Market Growth Rate and Relative Market Share of different firms and classify them into four categories as ‘Dogs’, ‘Question Marks (?)’, ‘Cash Cows’, and ‘Stars’. This research paper’s objectives are two-fold: First, to test whether there is a statistically significant correlation between Market Growth Rate and Relative Market Share of the Market Leader and its ‘nearest’ rival/‘follower’, and if so, to classify them accordingly and test their natures of risk – aversion; and Second, to formulate a BCG Index (BCGI) by means of two statistically correlated variables for estimating their respective BCG Index Areas (BCGIA) to perform a comparative analysis. In order to serve the purposes, an empirical time – series study of 20 years has been conducted on Wal-Mart and Amazon; the leader and its closest follower in the Wholesale market segment since they are ranked First and Fifth respectively in terms of revenue as per Fortune Global 500 list1.
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