Management Glossary

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cash cows

Products that are in a low growth market, but which hold a high share of that market and generate a large cash flow from it. Because the market is reasonably mature, with little or no growth (or possibly in decline) and the existing competitors are well established, new competitors will be reluctant to enter the market. Thus, the product can maintain its sales and profitability with minimal ongoing investment in marketing and product development.

"Cash cows" is one of four categories in the "Boston Matrix", a two by two matrix relating market share and market growth. The Boston Matrix was developed by Boston Consulting Group. The other three categories in the matrix are problem children, dogs and stars.

Contributed by: ManagerWise Staff
See: Boston Matrix, stars, problem children, dogs

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