In the Boston matrix, what term is used for products with high market share in a high growth market?

• A. Rising Stars
• B. Question Marks
• C. Stars
• D. Cash Cows

Answer: (C)

Stars are products with high market growth and high relative market share. In the BCG matrix, high growth on the vertical axis combined with high share on the horizontal axis places a product in the top-right quadrant, labeled as Stars. These products typically need ongoing investment to sustain rapid expansion and defend their lead, but they have the potential to generate substantial future profits. As growth slows, Stars can become Cash Cows, providing steady cash with less investment. Other categories are Question Marks (high growth but low share), Cash Cows (low growth but high share), and Dogs (low growth and low share).