Question marks (sometimes called “problem children” or “wildcats”) are new products with the potential for success, but they need a lot of cash for development. If such a product is to gain enough market share to become a market leader and thus a star, money must be taken from more mature products and spent on the question mark. This is a “fish or cut bait” decision in which management must decide if the business is worth the investment needed. For example, after years of fruitlessly experimenting with an electric car, General Motors finally decided in 2006 to take a chance on developing the Chevrolet Volt. To learn more of GM’s decision to build the electric car, see the Environmental Sustainability Issue feature