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D (1996) criticises the approach from three aspects.
• acmillan, H and Tampoe, M, (2000) point out that Portfolio analysis may have some of the more important snags in practice.
• Wensley(1981) points out that in BCG matrix there are problems of market definition and measurement.
• Wind and mahajian(1981) believe that BCG matrix is a rigid framework and has no adaptability.
• Nicholls(1995) says that the BCG matrix can not give guidance on the relative merits of any claim on resources.
• Abell and hammond (1979) identify a number of weaknesses in BCG model.
Assumes market growth rate...
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