ABSTRACT
The fi gure above shows the adapted version of the GE nine-cell matrix. Having profi led the sectors, each product group to sector match is a potential business. The GE approach is fl exible. It is essential to have an understanding of what is attractive to the organization and have a framework to rate it. If market attraction is measured as market growth and competitive advantage as market share, the GE matrix gives us the same type of results as the Boston matrix. The Boston version tends to work best with FMCG branded products and not so well with B2B products, where competitive advantage may come from such elements of the mix as fi eld service and technological superiority.
