The GE matrix is an improvement over the BCG matrix in that it incorporates a much wider variety of strategically relevant variables rather than just two.

Question

Quizplus · Accepted Answer

The GE matrix, also known as the GE/McKinsey Matrix, considers multiple factors for assessing business units or product lines, making it more comprehensive than the BCG matrix, which evaluates based on market growth and market share only.

The GE Matrix Is an Improvement Over the BCG Matrix