Framework
Strategy

GE-McKinsey Matrix

Industry attractiveness × business strength

Best for
allocating across a portfolio
Time
1–2 hr
Difficulty
Intermediate

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GE-McKinsey Matrix diagramSchematic of the GE-McKinsey Matrix framework: Industry attractiveness × business strength.Impact →Likelihood →
The GE-McKinsey Matrix diagram — Industry attractiveness × business strength.
Example

Allocating capital across nine business units in a holding co.

Strong business positionAverage positionWeak position
High industry attractivenessInvest — Cloud security BUInvest — Dev tools BUSelectively invest — APAC SMB
Medium industry attractivenessInvest — Analytics SaaSHold — Marketing automationHarvest — Legacy reporting
Low industry attractivenessHold — Hardware partnershipsHarvest — On-prem licensingDivest — Desktop antivirus

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