THE FAMILY PORTFOLIO MATRIX: EXPANDING THE BCG CONCEPT

The use of portfolio matrices has been of great popularity since their first outing in the 1960’s. However, recent criticisms have been leveled at their inaccuracy and inability to include flexibility. As such, this working paper proposes the use of the Family Portfolio Matrix, designed to consider many of the criticisms aimed at portfolio matrices, yet still being flexible in its use and application. The model is one which has been developed, and a methodology for its’ testing and further development is included within the paper. It is not immune from criticism, and will still be open to some of the inabilities associated with portfolio analysis. However, in creating a model which is designed to be easily accessible to all, the Family Portfolio Matrix aims to draw in new visitors to strategic analysis and provide an insight into the benefits such analysis provides.