165New Market or Business Entry
techniques should be adapted to the particulars of the new market or business entry project needs
and the most signicant in evaluations of these types of projects include the following:
A. The GE matrix. It is also known as the GE/McKinsey matrix and it is an extension of the Boston
matrix and a systematic way to gather intelligence, display it on a three-by-three matrix, and use it
to make decisions. Market attractiveness (low, medium, high) is shown across rows and competitive
position of a company, business unit, or division (low, medium, high) along columns. Market attrac-
tiveness measures considered are the size of the market and market growth; the nature of competi-
tion barriers to entry; the role of l ...