ABSTRACT
A product could be in the introductory phase and require a great deal of investment, while another product or service lasts longer and as yet generates only limited profits. A balanced portfolio with respect to the products and services is then crucial for the enterprise. The potential of the products is great with respect to their contribution to the profits of the enterprise. Investment in these products and services is almost self-evident, because these are the products and/or services that will in the future make up a significant part of the product portfolio. A product in the Question mark quadrant is developing positively in the market, due to which market share will increase. The development of products can also unfortunately lead to failure. A Question mark, of which the market share does not increase, should be closed down.
