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Dogs (low market share, low market growth)
These units typically "break even", generating barely enough cash to maintain the business's market share. Though owning a break-even unit provides the social benefit of providing jobs and possible synergies that assist other business units, from an accounting point of view such a unit is worthless, not generating cash for the company. They depress a profitable company's return on assets ratio, used by many investors to judge how well a company is being managed. Dogs, it is thought, should be sold off.
3. Question marks (low market share, high industry growth)
These are growing rapidly and thus consume large amounts of cash, but because they have low market shares they do not generate much cash...
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