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Harry Bindloss


1. BUILDING ­ Investment in promoting and distribution to boost sales. Appropriate for
a `problem child'.

2. HOLDING ­ Marketing spending to maintain sales. Appropriate for a `star'.

3. MILKING ­ Taking whatever profits you can without much more new investment in
the product. Appropriate…

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Harry Bindloss

The model is too simplistic in the strategies it suggests. For instance `milking' a cash
cow may mean that the product falls behind in the market and loses its market share to
other firms who are still investing in trying to develop a competitive advantage for their


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