The conclusion from the experts was to apply the matrix at greater speed (to cope with the rate of change), to embed it deeper in the organization (to facilitate experimentation) and to replace its original market share axis by a new competitiveness measure to be invented (since market share is no longer a predictor of profit performance). In 2014, a team of BCG experts revisited the original BCG matrix, and based on an in depth review concluded that it was still relevant but needed some important overhauls due to the increasing speed of change, increasing unpredictability and the decreasing importance of market share to predict the profit leader. Henderson for the Boston Consulting Group in 1970 to help corporations to analyze their business units and optimize their product portfolio, but is it still relevant today? Everyone who has learned strategy in a Business School, worked in Consulting or in Marketing, Product Management or Pricing, is familiar with the concept of growth/share matrix created by Bruce D.
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