A CRITICAL APPROACH TO THE USE OF THE BCG MATRIX: PORTFOLIO ANALYSIS OF BRAZILIAN PULP MARKETED IN THE INTERNATIONAL MARKET

ABSTRACT The objective of this study was to highlight some limitations of the use of the Boston Consulting Group Matrix to propose strategies to maximize the performance of the sector in the international pulp market. The procedure adopted for the investigation was the portfolio analysis, for the different types of pulp exported by Brazil, using the Growth Share Matrix. The results indicate that the BCG Matrix is static and non-dynamic analysis and arbitrary questions to define the market growth rate can provide different interpretations, possibly contradictory.