Country-portfolio analysis— Assessing country risk and opportunity

The author illustrates how the basic concept of product-portfolio analysis, now in common use in strategic management, can be used as a country-portfolio analysis to identify growth rate in international markets. He identifies the ‘Baby’ countries, ‘Star’ countries, ‘Cash-Cow’ countries and ‘Dog’ countries; the factors behind the matrix, i.e. population structure, political stability and product patterns; and concludes with the recommendation for the secure way or the way to high growth potential.