(3)现金牛业务 现金牛业务( cows)是指市场增长率低、相对市场占有率高的业务, 现金牛业务(Cash cows)是指市场增长率低、相对市场占有率高的业务,大部分处于 成熟期。
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理想的状况下,那些从“现金牛”业务中产生的资金应该重新配置到新兴业务,但是“现金牛”业务的经理却努力为自己的业务保留一些资金。
Ideally, money from these “cash cows” should be redeployed to the stars, but the cash cows’ managers may fight to keep some of it for their empires.
此外一些公司错误判断了产业成熟的时机,这使他们误将明星业务视作现金牛,电子消费品便是其中一例。
This may lead them to decide that businesses are to be treated as cash cows when they are in fact stars. One such industry was consumer electronics.
由以上分析得出结论,企业集团应将现金盈余从现金牛转移到明星和问号业务中去,同时关闭或卖掉瘦狗业务。
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.
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