The concept general matrix, also known as the industry attractiveness matrix, is a portfolio analysis method designed by General Electric Company of the United States. Although the limited general matrix improves the oversimplification of the Boston matrix, it also brings its own shortcomings. (1) Comprehensive indicators are used to measure the attractiveness of industries and the competitive position of enterprises. The performance of these indicators in an industry or an enterprise may be inconsistent, and the evaluation results may also be biased due to inaccurate allocation of indicator weights.
General matrix, also known as industry attractiveness matrix, is a portfolio analysis method designed by General Electric Company of the United States. Although the limited general matrix improves the oversimplification of the Boston matrix, it also brings its own shortcomings. (1) Comprehensive indicators are used to measure the attractiveness of industries and the competitive position of enterprises. The performance of these indicators in an industry or an enterprise may be inconsistent, and the evaluation results may also be biased due to inaccurate allocation of indicator weights. (2) The division is fine, which is not necessary for large companies with more diversified business types, and more data is needed. The method is more complicated.
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