A Perspective titled "The Product Portfolio" introduces the growth-share matrix. This framework categorizes products within a company's portfolio as stars, cash cows, dogs, or question marks according to growth rate, market share, and positive or negative cash flow. By using positive cash flows a company can capitalize on growth opportunities.
"The payoff for leadership [in market share] is very high indeed, if it is achieved early and maintained until growth slows," Bruce Henderson would tell clients. "Investment in market share during the growth phase can be very attractive, if you have the cash. Growth in market is compounded by growth in share. Increases in share increase the profit margin...The return on investment is enormous."