1. Star Question Mark Cash Cow Dog High Business Growth Rate
Relative Position (Market Share)
High
Low
Cash Cow
Dog
Low
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2. Why Technology?
Technology has been significantly changing our life-style and living environment steadily since the 1970s.
IBM’s recent global study of CEOs, “Enterprise of the Future”, found that, at its core, the enterprise of the future is …
Hungry for change;
Innovative, beyond customer imagination;
Globally integrated;
Disruptive by nature; and
Genuine, not just generous.
The complex nature of business and the flattening of business processes and strategies are forcing critical reliance on technology.

3. Average unit price of Ford Model T (in 1958$)
The experience of the Ford Motor Company from 1908 to 1923 illustrates how experience curve strategy can cause a firm to focus obsessively on costs and thus fail to innovate ending up with an increa- singly obsolete product.
Average unit price of Ford Model T (in 1958$)
Source:
W.J. Abernathy & K. Wayne: “Limits of the Learning Curve”, Harvard Business Review, Sept-Oct 1974
Cumulative units produced

4. The VALS 2TM classification of eight American lifestyles*
Principle oriented
Status oriented
Action oriented
FULFILLEDS
BELIEVERS
ACTUALIZERS
ACHIEVERS
STRIVERS
STRUGGLERS
EXPERIENCERS
MAKERS
Abundant resources
Minimal resources
*Martha Farneworth Riche: “Psychographics for the 1990s” American Demographics, July 1989, p

5. Porter’s generic competitive strategies
Cost Leadership
Differen-tiation
Focussed
Cost Focus
Narrow target
Broad target
Lower cost
Differentiation
Competitive Advantage
Competitive Scope
Porter’s generic competitive strategies
Michael Porter:
The Comparative Advantage of Nations (The Free Press, New York, 1990)