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Discussion Question 9 Product & Branding Decisions

In the Boston Consulting Group (BCG) matrix, products that earn the dog label have limited market potential for the firm and only hold a small relative market share. Products identified as dogs within this framework are typically obvious candidates for divestment, but are there any cases where doing so would not be wise for an organization? Why would a firm want to hold onto a dog? (Note: If this is not in your current chapter, please do an internet search on the BCG Matrix.)

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