GE-McKinsey Matrix
Industry attractiveness × business strength
- Best for
- allocating across a portfolio
- Time
- 1–2 hr
- Difficulty
- Intermediate
Example
Allocating capital across nine business units in a holding co.
| Strong business position | Average position | Weak position | |
|---|---|---|---|
| High industry attractiveness | Invest — Cloud security BU | Invest — Dev tools BU | Selectively invest — APAC SMB |
| Medium industry attractiveness | Invest — Analytics SaaS | Hold — Marketing automation | Harvest — Legacy reporting |
| Low industry attractiveness | Hold — Hardware partnerships | Harvest — On-prem licensing | Divest — Desktop antivirus |
Related frameworks
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