In the 1990s, the portfolio concept (and the BCG matrix in particular) lost much of its luster. Why? There are at least four reasons 22 First, not every organization has found that increased market share leads to lower costs. To successfully move down the experience curve, managers must tightly control costs. Intel is an example of an organization that has been able to take of volume and experience curve economies in its production of advantage possible for Intel to invest computer memory chips. Its sizable production volume makes it still earn huge profits. But heavily in research and development and new plant capacity and concept assumes that not all organizations have been able to do that. Second, the portfolio of independent units. an organization's businesses can be divided into a reasonable number than in practice. For large, complex organizations, doing that has been a lot easier in theory higher levels Third, contrary to predictions, many so-called dogs have shown consistently For example of profitability than their growing competitors with dominant market shares. a profitable according to the BCG matrix, Rolex would be considered a dog. Yet, it has been years and company. Finally, given the rate at which the economy has been growing in recent definition the fact that a market can have only one leader, well over half of all businesses by fall into the dog category. Following the corporate portfolio concept, most organizations businesses today are cash cows and dogs, and there are few stars and question marks in which to invest