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Cash cow s company has high market share in a slow-growing industry. generate cash in excess of the amount of cash needed to

maintain the business. and every corporation would be thrilled to own as many as

possible. They are to be "milked" continuously with as little investment as

possible, since such investment would be wasted in anindustry with low growth.

Dogs , low market share in a mature, slow-growing industry. These units generate barely enough cash to maintain the

business's market share. Though owning a break-even unitprovides the social benefit of providing jobs and possiblesynergies that assist other business units, from anaccounting point of view such a unit is worthless, notgenerating cash for the company. They depress a profitablecompany's return on assets ratio, used by many investors to

judge how well a company is being managed. Dogs , it isthought, should be sold off.

Ques t ion marks in a high market growth, having a low market share. They are a starting point for most businesses. Question marks have a potential to gain market share and

become stars, and eventually cash cows when marketgrowth slows.

If question marks do not succeed in becoming a market leader,then after perhaps years of cash consumption, they willdegenerate into dogs when market growth declines.

Question marks must be analyzed carefully in order to determinewhether they are worth the investment required to growmarket share.

Stars high market share in a fast-growing industry. They are

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graduated question marks with a market or niche leadingtrajectory, for example: amongst market share front-runnersin a high-growth sector, and/or having a monopolistic orincreasingly dominant USP with burgeoning/fortuitous

proposition drive(s) from: novelty (e.g. Last.FM upon CBSInteractive's due diligence ), fashion/promotion (e.g. newlyprestigious celebrity branded fragrances ), customer loyalty (e.g. greenfield or military / gang enforcement backed, and/orinnovative, grey-market / illicit retail of addictive drugs , forinstance the British East India Company's, late-1700sopium-based Qianlong Emperor embargo-busting, CantonSystem ), goodwill (e.g. monopsonies ) and/or gearing (e.g.oligopolies , for instance Portland cement producers near

boomtowns ),[citation needed ]

etc. The hope is that starsbecome next cash cows.Stars require high funding to fight competitions and maintain agrowth rate. When industry growth slows, if they remain a nicheleader or are amongst market leaders its have been able tomaintain their category leadership stars become cash cows, elsethey become dogs due to low relative market share.

http://en.wikipedia.org/wiki/Monopolistichttp://en.wikipedia.org/wiki/Monopolistichttp://en.wikipedia.org/wiki/Monopolistichttp://en.wikipedia.org/wiki/USP_(marketing)http://en.wikipedia.org/wiki/USP_(marketing)http://en.wikipedia.org/wiki/USP_(marketing)http://en.wikipedia.org/wiki/Proposition_(value)http://en.wikipedia.org/wiki/Proposition_(value)http://en.wikipedia.org/wiki/Last.FM_upon_CBS_Interactive%27s_due_diligencehttp://en.wikipedia.org/wiki/Last.FM_upon_CBS_Interactive%27s_due_diligencehttp://en.wikipedia.org/wiki/Last.FM_upon_CBS_Interactive%27s_due_diligencehttp://en.wikipedia.org/wiki/Celebrity_branded_fragrancehttp://en.wikipedia.org/wiki/Celebrity_branded_fragrancehttp://en.wikipedia.org/wiki/Celebrity_branded_fragrancehttp://en.wikipedia.org/wiki/Customer_loyaltyhttp://en.wikipedia.org/wiki/Customer_loyaltyhttp://en.wikipedia.org/wiki/Customer_loyaltyhttp://en.wikipedia.org/wiki/Greenfield_(investment)http://en.wikipedia.org/wiki/Greenfield_(investment)http://en.wikipedia.org/wiki/Greenfield_(investment)http://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Gang_enforcementhttp://en.wikipedia.org/wiki/Gang_enforcementhttp://en.wikipedia.org/wiki/Gang_enforcementhttp://en.wikipedia.org/wiki/Grey-markethttp://en.wikipedia.org/wiki/Grey-markethttp://en.wikipedia.org/wiki/Illicit_retail_of_addictive_drugshttp://en.wikipedia.org/wiki/Illicit_retail_of_addictive_drugshttp://en.wikipedia.org/wiki/Illicit_retail_of_addictive_drugshttp://en.wikipedia.org/wiki/British_East_India_Company%27s,_late-1700s_opium-based_Qianlong_Emperor_embargo-busting,_Canton_Systemhttp://en.wikipedia.org/wiki/British_East_India_Company%27s,_late-1700s_opium-based_Qianlong_Emperor_embargo-busting,_Canton_Systemhttp://en.wikipedia.org/wiki/British_East_India_Company%27s,_late-1700s_opium-based_Qianlong_Emperor_embargo-busting,_Canton_Systemhttp://en.wikipedia.org/wiki/British_East_India_Company%27s,_late-1700s_opium-based_Qianlong_Emperor_embargo-busting,_Canton_Systemhttp://en.wikipedia.org/wiki/British_East_India_Company%27s,_late-1700s_opium-based_Qianlong_Emperor_embargo-busting,_Canton_Systemhttp://en.wikipedia.org/wiki/Goodwill_(accounting)http://en.wikipedia.org/wiki/Goodwill_(accounting)http://en.wikipedia.org/wiki/Goodwill_(accounting)http://en.wikipedia.org/wiki/Monopsonieshttp://en.wikipedia.org/wiki/Monopsonieshttp://en.wikipedia.org/wiki/Monopsonieshttp://en.wikipedia.org/wiki/Gearing_(finance)http://en.wikipedia.org/wiki/Gearing_(finance)http://en.wikipedia.org/wiki/Gearing_(finance)http://en.wikipedia.org/wiki/Oligopolieshttp://en.wikipedia.org/wiki/Oligopolieshttp://en.wikipedia.org/wiki/Portland_cement_producerhttp://en.wikipedia.org/wiki/Portland_cement_producerhttp://en.wikipedia.org/wiki/Portland_cement_producerhttp://en.wikipedia.org/wiki/Boomtownhttp://en.wikipedia.org/wiki/Boomtownhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Wikipedia:Citation_neededhttp://en.wikipedia.org/wiki/Boomtownhttp://en.wikipedia.org/wiki/Portland_cement_producerhttp://en.wikipedia.org/wiki/Oligopolieshttp://en.wikipedia.org/wiki/Gearing_(finance)http://en.wikipedia.org/wiki/Monopsonieshttp://en.wikipedia.org/wiki/Goodwill_(accounting)http://en.wikipedia.org/wiki/British_East_India_Company%27s,_late-1700s_opium-based_Qianlong_Emperor_embargo-busting,_Canton_Systemhttp://en.wikipedia.org/wiki/British_East_India_Company%27s,_late-1700s_opium-based_Qianlong_Emperor_embargo-busting,_Canton_Systemhttp://en.wikipedia.org/wiki/British_East_India_Company%27s,_late-1700s_opium-based_Qianlong_Emperor_embargo-busting,_Canton_Systemhttp://en.wikipedia.org/wiki/Illicit_retail_of_addictive_drugshttp://en.wikipedia.org/wiki/Grey-markethttp://en.wikipedia.org/wiki/Gang_enforcementhttp://en.wikipedia.org/wiki/Militaryhttp://en.wikipedia.org/wiki/Greenfield_(investment)http://en.wikipedia.org/wiki/Customer_loyaltyhttp://en.wikipedia.org/wiki/Celebrity_branded_fragrancehttp://en.wikipedia.org/wiki/Last.FM_upon_CBS_Interactive%27s_due_diligencehttp://en.wikipedia.org/wiki/Last.FM_upon_CBS_Interactive%27s_due_diligencehttp://en.wikipedia.org/wiki/Proposition_(value)http://en.wikipedia.org/wiki/USP_(marketing)http://en.wikipedia.org/wiki/Monopolistic