The conclusions drawn from such an analysis are to transfer the surplus cash from a conglomerate's cash cows to the stars and the question marks, and to close down or sell off the dogs.

ECONOMIST: Idea

Companies also get black marks for too much volatility in earnings, cash levels or even sales.

FORBES: 2004 Mutual Fund Survey

In the end, question marks reveal themselves as either dogs or stars, and cash cows become so drained of finance that they inevitably turn into dogs.

ECONOMIST: Idea

Gene Marks is owner of Marks Group, a technology consulting firm, and author of In God We Trust, Everyone Else Pays Cash--Simple Lessons From Smart Business People.

FORBES: Magazine Article