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PIMS and BCG: New horizons or false dawn?

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  • Robin Wensley

Abstract

Strategic market opportunities arise either because a firm is exceptionally well placed competitively or because it recognizes the opportunity, on the basis of private information, before others. Strategic market analysis must reflect these two possible routes to attractive opportunities. Both the approaches developed by the Strategic Planning Institute (SPI) through its Profit Impact of Market Strategy (PIMS) and the Boston Consulting Group's (BCG) growth/share matrix fail to reflect the full impact of competitive expectations and risk. Analysis of PIMS data should be directed more towards generalities of limited direct economic significance whereas the BCG approach should be used mostly in the context of experience curve effects. Neither approach should dominate a full analysis of the specific nature and critical ambiguities in any strategic option.

Suggested Citation

  • Robin Wensley, 1982. "PIMS and BCG: New horizons or false dawn?," Strategic Management Journal, Wiley Blackwell, vol. 3(2), pages 147-158, April.
    • Handle: RePEc:bla:stratm:v:3:y:1982:i:2:p:147-158
    DOI: 10.1002/smj.4250030206
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    Cited by:

    1. Martins, J. Albuquerque, 2005. "Sistemas de Gestão. Contabilidade e Finanças: Gestão Pública [Management Systems. Accounting and finance: Public Management]," MPRA Paper 11009, University Library of Munich, Germany.
    2. William Boulding & Markus Christen, 2003. "Sustainable Pioneering Advantage? Profit Implications of Market Entry Order," Marketing Science, INFORMS, vol. 22(3), pages 371-392.
    3. Annacker, Dirk & Hildebrandt, Lutz, 2002. "Unobservable effects in structural models of business performance," SFB 373 Discussion Papers 2002,22, Humboldt University of Berlin, Interdisciplinary Research Project 373: Quantification and Simulation of Economic Processes.
    4. Neil Churchill & William D. Bygrave, 1989. "The Entrepreneur ship Paradigm (I): A Philosophical Look at Its Research Methodologies," Entrepreneurship Theory and Practice, , vol. 14(1), pages 7-26, October.
    5. Annacker, Dirk & Hildebrandt, Lutz, 2004. "Unobservable effects in structural models of business performance," Journal of Business Research, Elsevier, vol. 57(5), pages 507-517, May.
    6. Nippa, Michael, 2011. "Zur Notwendigkeit des Corporate Portfolio Management: Eine Würdigung der wissenschaftlichen Forschung der letzten vier Jahrzehnte," Freiberg Working Papers 2011/02, TU Bergakademie Freiberg, Faculty of Economics and Business Administration.

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