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Existing New
Products
3. Is implementation effective?
to make
into STAR
Market growth rate
Low
Phase out
if cannot
make
profitable
High Low
2. Now decide whether any movement is needed between quadrants? If so, how
might this be achieved?
High market share, low costs, to be “milked”, paying for “stars” and “?” research
GOLDEN FLEECE:
Service that is well resourced but no longer meeting a key public need, likely to be
viewed as overstaffed and a drain on resources, likely to be suffering budget cuts
STARS:
High market share in growing market but costs still high; both generating and using
significant cash, likely to be future “cash cows”
High priority among the public and other stakeholders, likely to be well-funded
QUESTION MARKS:
Low market share in growing market, early stage of development, high costs, “jury
out” regarding payback potential, research, investigation and evaluation needed
DOGS:
Low market share in low growth markets, likely to be draining organisation of cash
and using up too much management time, sometimes a previous cash cow that has
had its day (end of life cycle) or a question mark or star that has not made it!
Low priority service with low funding, sometimes a previous golden fleece or a public
sector star or political hot box that has not made it!
BOOST MATURITY
TIME
High
Satisfaction/quality
barrier
QUALITY
Low
Low High
CUSTOMER SATISFACTION
2. What needs to be done to raise all the portfolio into the top right matrix and
keep it there?
TALL
Narrow “span of
control”
FLAT
Wide “span of
control”
Project
manager MATRIX
Complex “spans of
control”
Project
manager
Project
manager
Changing requirements of
customers are captured
Organisation/Dept. has
appropriate timeframe
to respond to
customer needs
Organisation/Dept. anticipates
customer expectations
Organisation/Dept. encourages
satisfaction of internal
customers
Re-organisation is to make
Organisation/Dept. more
responsive to customers
Delivery performance is
measured
Organisation/Dept. has a
“passion” for customer satisfaction
Source: Adebanjo and Kehoe (2001) An evaluation of factors influencing teamwork and customer
focus Managing Service Quality Vol. 11 No. 1 pp49-56
George Cox
Read this article and consider the following questions in preparation for a group
discussion:
2. How strongly does your Organisation / your Department concern itself with
making it easy for people to deal with them?