Brief History
Malcolm McDonald expanded on
the concept of the GE
McKinsey and developed a
matrix which is widely used
today. This Directional
Policy Matrix uses the GE
multi-factor approach
combined with the same
fundamental ideas as the
Boston Consulting Group. It
provides for Market
Attractiveness on the y-axis
and Relative Strength on the
x-axis. The matrix is
traditionally a four-box
matrix but can also be a
nine-box matrix.
