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GE / McKinsey Matrix

This article covers meaning & overview of GE / McKinsey Matrix from marketing perspective.

Published by MBA Skool Team in Marketing and Strategy Terms Last Updated: August 02, 2023Read time:

What is GE / McKinsey Matrix?

GE Matrix or McKinsey Matrix is a strategic tool for portfolio analysis. This strategic portfolio analysis tool has been initially developed by GE and McKinsey.

This tool compares different businesses on "Business Strength" and "Market Attractiveness" variables, plus the size of the bubbles represents the market size and allows the business user to compare business strength, market attractiveness, market size, and market share for different strategic business units (SBUs) or different product offerings.

GE Matrix

The GE matrix has nine cells. Based on its position, a strategic business unit can make any of the three resource allocation recommendations:

  • Grow
  • Hold
  • Harvest

 Also known as GE Business Screen

This article has been researched & authored by the Business Concepts Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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