Dog

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The term Dog is used in the BCG matrix. Dogs are used to describe products or services that the company can say goodbye to. The growth is low, or is shrinking. The margins are low. This may be because the product or service is at the end of the product lifecycle, or because the battle with the competition is lost. Dog is actually a nasty name. Why would you want to say goodbye to your dog? I think in the 70s when the BCG analysis was introduced, it was viewed differently ;-)

In addition to Dogs, the BCG matrix also includes Stars, Question Marks and Cash Cows.

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