THE MATRIX OF McKINSEY AS A TECHNIQUE IN STRATEGIC ANALYSIS OF ORGANIZATION POTENTIAL
Journal Title: Globalization, the State and the Individual - Year 2014, Vol 4, Issue
Abstract
The most advanced among the many techniąues of portfolio analysis is the multi-factorial, “9-cell” McKinsey Management Consultants matrix, also known as General Electric (GE) matrix. It allows to analyze and assess the market position of the test object. In McKinsey’s matrix (techniąue) the market position of the test object (e.g. a product, i.e. manufacture good or offer service) is determined by the analysis of two groups of factors: the market (industry) attractiveness and the business unit strength. This tech¬niąue provides the basis for strategie decisions and introduces subjective evaluation criteria.
Authors and Affiliations
Paweł Żukowski, Dariusz Reśko
Keywords
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