A cash cow is one of the four categories or quadrants in the growth-share, BCG matrix that represents a product, product line, or a company with a large market share within a mature industry.

Cash Cows and Henderson's Matrix A pivotal moment for the cash cow concept was the 1970 publication of Boston Consulting Group (BCG) founder Bruce Henderson's essay, "The Product Portfolio." ...

The matrix helps companies identify new growth ... The four quadrants are designated Stars (upper left), Question Marks (upper right), Cash Cows (lower left) and Dogs (lower right).

Here's the breakdown: Cash Cows Cash cow products are your market leaders. These products sit in the bottom right quadrant of your matrix and generate more revenues than they consume. Under normal ...

The BCG matrix is divided into four categories: • Cash cows: Products with a high market share and low market growth rate. • Dogs: Products with low market share and low market growth rate.