Cash Cows, Stars, Q Marks and Dogs: Applying the BCG Growth-Share Matrix to Your School's Program

Wednesday | January 20 | 2016 | 6:15 pm - 7:30 PM
Salon C, D

Peer Submitted Session

This session begins with the need for product innovation in any competitive industry, and specifically, the value of product innovation in management education. We will use the BCG Growth-Share Matrix as a framework to apply and understand the role of the traditional MBA in a portfolio strategy, even as we put more and more dollars into scholarships, require alumni support, and pour energy and limited resources into new programs that help us compete for students and markets. Invariably new programs cannibalize our existing programs and compete for internal resources, but they can and should bring strategic advantage.


Marci Armstrong, Associate Dean, Cox School of Business, Southern Methodist University

​Tami Fassinger, Chief Recruiting Officer, Owen Graduate School of Management, Vanderbilt University