1. BCGãããªãã¯ã¹ã®æŠèŠãšãã®éèŠæ§
BCGãããªãã¯ã¹ãšã¯ãããžãã¹æŠç¥ã®çå®ã«å€§ãã«åœ¹ç«ã€ç®¡çããŒã«ã®äžã€ã§ãããã®çè«ãšå ·äœçãªæŽ»çšæ³ã«ã€ããŠã以äžè©³ãã解説ããŸãã
æ¬èšäºãèªãããšã§ãBCGãããªãã¯ã¹ã®æŠèŠããã®ç±æ¥ãšæŽå²ãããžãã¹ã«äžãã圱é¿ãããã³é©çšç¯å²ã«ã€ããŠç解ãæ·±ããããšãã§ããŸãã
æŠç¥ç«æ¡ããæäŒãããããŒã«ãšããŠããã²æŽ»çšããŠã¿ãŠãã ããã
1.1 BCGãããªãã¯ã¹ãšã¯
BCGãããªãã¯ã¹ãšã¯ããã¹ãã³ã»ã³ã³ãµã«ãã£ã³ã°ã»ã°ã«ãŒã(BCG)ã«ãã£ãŠéçºãããã補åããŒããã©ãªãªã®ç®¡çãå©ããããžãã¹ããŒã«ã®äžã€ã§ãã
補åããµãŒãã¹ãåžå Žæé·çãšåžå Žå æçãšããäºã€ã®è»žã§è©äŸ¡ãããã®å°äœãèŠèŠçã«è¡šãããããªãã¯ã¹ãç¹åŸŽçã§ãã
ããã«ãããçµå¶è³æºã®æé©ãªæè³å ãäºæ¥å±éã®æ¹åæ§ãæ確ã«å€æããããšãå¯èœã«ãªããŸãã
1.2 BCGãããªãã¯ã¹ã®ç±æ¥ãšæŽå²
BCGãããªãã¯ã¹ãèªçããã®ã¯1960幎代ã®ããšã§ãããã以åããäŒæ¥ã¯ããžãã¹ããŒããã©ãªãªã®ç®¡çãè¡ã£ãŠããŸãããããããã¯ããŸãã«ãçŽæçã§ç§åŠçãªæ ¹æ ã«æ¬ ããŠããŸããã
ãããªç¶æ³ã®äžã§ãã¹ãã³ã»ã³ã³ãµã«ãã£ã³ã°ã»ã°ã«ãŒãã¯ãåžå Žæé·çãšåžå Žå æçãšããäºã€ã®æ確ãªåºæºãèšããããšã§ãé¢ä¿è ã補åæŠç¥ãæ確ã«ç解ããåççãã€å¹ççã«çµå¶è³æºãæäžããææ³ãææ¡ããŸããã
ããã倧ããªè©äŸ¡ãåããBCGãããªãã¯ã¹ãšããŠåºãç¥ãããããã«ãªããŸããã
1.3 BCGãããªãã¯ã¹ãããžãã¹ã«äžãã圱é¿
BCGãããªãã¯ã¹ãããžãã¹ã«äžãã圱é¿ã¯å€§ããã補åããŒããã©ãªãªã®ç®¡çã ãã§ãªããå補åããµãŒãã¹ã®æŠç¥ç«æ¡ã«ãå¯äžããŠããŸãã
çŽæçãªå€æã ãã§ãªãã確åºããææšã«åºã¥ããæŠç¥ãå¯èœã«ãªã£ãããšã§ãå€ãã®äŒæ¥ãããžãã¹ã®å èŠæ§ãæã€ããšãã§ããããã«ãªããŸããã
ãŸããåžå Žç°å¢ã®å€åã«ãæè»ã«å¯Ÿå¿ããªãããäŒæ¥ã®ç«¶äºåãç¶æã»åäžã§ããéçã瀺ããŠããŸãã
1.4 BCGãããªãã¯ã¹ã®é©çšç¯å²
BCGãããªãã¯ã¹ã¯ããã®æ確ããšæ®éæ§ããå€æ§ãªããžãã¹ãã£ãŒã«ãã«ãããŠé©çšãããŠããŸãã
ãã®é©çšç¯å²ã¯è£œé æ¥ãããµãŒãã¹æ¥ãŸã§å¹ åºããæ°èäŒæ¥ãã倧æäŒæ¥ãŸã§ãèŠæš¡ãæ¥æ ãåãããå šãŠã®ããžãã¹ã§æå¹ã«æŽ»çšããããšãå¯èœã§ãã
BCGãããªãã¯ã¹ãç解ã掻çšããããšã§ãããžãã¹ã®æŠç¥ãããå¹æçã«ç«æ¡ã»éè¡ããããšãå¯èœã«ãªããŸãã
2. BCGãããªãã¯ã¹ã®å æ¬ççè«
BCGãããªãã¯ã¹ãšã¯ããžãã¹ãæŠç¥çã«èŠã€ã€é©åãªæè³ãè¡ãããã®ãã¬ãŒã ã¯ãŒã¯ã§ãããã®å šäœåãç解ããããã«ã¯ãããŒã±ããã·ã§ã¢ããšãããŒã±ããæé·çãã®ïŒã€ã®è»žãç解ããããšãå¿ èŠäžå¯æ¬ ã§ãã
ã€ãŸãããã®ïŒã€ã®è»žã«ãã£ãŠããååã®å°æ¥æ§ãäœçœ®ã¥ããææ¡ããããã«åºã¥ããæé©ãªããŒã±ãã£ã³ã°æŠç¥ãç·Žãããšãæ±ããããŸãã
ããã§ã次ã«ããããã®è»žãã©ã®ãããªæå³ãæã¡ãã©ã®ãããªçµã¿åããã«ãªãã®ã詳ããèŠãŠãããŸãããã
2.1 ããŒã±ããã·ã§ã¢ãšããŒã±ããæé·çã®çµã¿åãã
äžã€ç®ã¯ããŒã±ããã·ã§ã¢ã§ããããã¯ç«¶äºåã瀺ãææšã§ãèªç€Ÿååã®è²©å£²éãå šäœã®äžã§ã©ããããã®å²åãå ããŠããã®ããè¡šããŸãããã£ãããšèªç€Ÿã®äœçœ®ãç解ããã°ãèªç€Ÿã®åŒ±ã¿ãå æã競äºåãåäžãããããã®æ¹åçãçå®ããããšãå¯èœã§ãã
äºã€ç®ã¯ããŒã±ããæé·çã§ããããã¯åžå Žãã®ãã®ã®æé·æ§ã瀺ããåžå Žã®å°æ¥æ§ãããžãã¹ã®æ¡å€§å¯èœæ§ãåæ ããŸããåžå Žã®æé·çã«ãã£ãŠãååã®å®åã ãã§ãªãåžå Žå šäœã®æ§åãæŽãããšãã§ããŸãã
ãã®ïŒã€ã®ææšã®çµã¿åãããèžãŸããBCGãããªãã¯ã¹ã§ã¯åã€ã®è±¡éã«åé¡ããŸãããããããå ·äœçã«äœã瀺ããŠããã®ãã次ç¯ã§èª¬æããŸãã
2.2 åã€ã®è±¡éïŒç¬ãçãæãåé¡å ïŒã®è§£èª¬
BCGãããªãã¯ã¹ã§ã¯ãåè¿°ããïŒã€ã®è»žã«ãããããžãã¹ãååãç¬ãçãæãåé¡å ã®åã€ã®è±¡éã«åããŸãã
æïŒStarïŒã¯ãé«æé·åžå Žã§ã®é«ã·ã§ã¢ãæã€äºæ¥ãæããŸããäºæ¥æ¡å€§ãå¯èœãªããããããã®äºæ¥ã«ã¯åŒ·ãæè³ãã¹ãã§ãã
åé¡å ïŒQuestion MarkïŒã¯ãé«æé·åžå Žã§ãããã·ã§ã¢ã¯äœãäºæ¥ã瀺ããŸãããããã®äºæ¥ã¯æè³ãå¢ããããšã§æã«ãªãå¯èœæ§ããããŸããããããå¯èœãã©ããã¯å°é£ã§ãããããåé¡å ããšåŒã°ããŸãã
çïŒCash CowïŒã¯ãæé·çãéåããåžå Žã§ã®é«ã·ã§ã¢äºæ¥ã瀺ããŸãããããã®äºæ¥ã¯äžå®ã®å©çããããããŸãããæ°èŠæè³ã®å¿ èŠæ§ã¯ããŸããããŸããã
æåŸã«ãç¬ïŒDogïŒã¯ãæçããåžå Žã§ãããã·ã§ã¢ãäœãäºæ¥ã瀺ããŸãããããã®äºæ¥ã¯åçãæåŸ ã§ãããæ€éãæ€èšãã¹ããããããŸããã
2.3 å象éã®æå³ãšæŠç¥
以äžã®å象éã®æå³ãç解ããäžã§ãããããã«ãããé©åãªæŠç¥ãç«ãŠãããšãèèŠã§ããå象éã®äºæ¥åœ¢æ ã«åºã¥ããŠããžãã¹æŠç¥ãç·Žããæé©ãªæè³ãè¡ãããšã§äŒæ¥ã®æé·ãç®æããŸãã
äŸãã°ãæã®äºæ¥ã¯èŠèŸŒã¿ã倧ãããããã¢ã°ã¬ãã·ãã«æè³ãè¡ããã·ã§ã¢ã®æ¡å€§ãç®æãããšãäžè¬çãªæŠç¥ã§ããéã«ãç¬ã®äºæ¥ã¯æ€éãèããããšãå€ãã§ãã
ãŸããåé¡å ã®äºæ¥ã¯ä»åŸã®ã·ã§ã¢æ¡å€§ã®å¯èœæ§ãèŠæ¥µããå¿ èŠãªãæè³ãè¡ãããšã§æã«ææ Œãããããšãç®æãã§ãããããããŠçã®äºæ¥ã¯ç¢ºå®ãªåçæºãšãªããããå©çãç¶æãã€ã€ãæ°èŠæè³ã¯æå°éã«æããããšãå€ãã§ãã
2.4 BCGãããªãã¯ã¹ã®éçãšæ¹å€
ããããBCGãããªãã¯ã¹ãããããäºæ¥ã«å¯Ÿå¿ããããã§ã¯ãããŸããããã®äžã€ç®ã®éçãšããŠã¯ãããŒã±ããã·ã§ã¢ã競äºåãå¿ ãããä¿èšŒããªããšããç¹ã§ãã倧ããªã·ã§ã¢ãä¿æããŠããŠãããããé«ãå©çãããããããã§ã¯ãªããšããã±ãŒã¹ãååšããŸãã
äºã€ç®ã®éçãšããŠã¯ãããŒã±ããæé·çãå¿ ãããäºæ¥ã®å°æ¥æ§ãåæ ããªãå Žåããããšããç¹ã§ããåžå Žå šäœãæé·ããŠãããããšãã£ãŠãèªç€Ÿã®äºæ¥ãå¿ ãããæåããããã§ã¯ãªãããã§ãã
ãã®ãããBCGãããªãã¯ã¹ã掻çšããéã«ã¯ããããã®éçãç解ããäžã§ãä»ã®åæææ³ãšçµã¿åãããŠäœ¿çšããããšãéèŠã§ãã
3. BCGãããªãã¯ã¹ã®å ·äœç掻çšæ³ãšã¹ããã
BCGãããªãã¯ã¹ã¯ã補åããŒããã©ãªãªã®ç®¡çãå©ãã匷åãªãã¬ãŒã ã¯ãŒã¯ã§ãããäºæ¥æŠç¥çå®ã®ããã®éèŠãªããŒã«ã§ãããã®ã»ã¯ã·ã§ã³ã§ã¯ãå ·äœçãªæŽ»çšæ³ãšã¹ãããã«ã€ããŠè§£èª¬ããŸãã
äžè¬çã«ã¯ãBCGãããªãã¯ã¹ã¯è£œåã®çåœåšæãç解ããæè³æŠç¥ãçå®ããã®ã«åœ¹ç«ã¡ãŸããããã«ãã£ãŠäŒæ¥ã¯æé·æ§ã®é«ã補åãèŠã€ãåºãã察çãè¬ããããšãå¯èœã«ãªããŸãã
ãŸããåäºæ¥é åã®ç«¶äºåãåžå Žæé·æ§ãèæ ®ã«å ¥ããããšã§ãè³æºé åã®æé©åãäºæ¥é åéã®ãã©ã³ã¹ç¶æã«ãå¯äžããŸãã
3.1 BCGãããªãã¯ã¹ã®æŽ»çšæ¹æ³äžèŠ§
BCGãããªãã¯ã¹ã掻çšãããšã補åãäºæ¥ã®äœçœ®ãææ¡ããããžãã¹æŠç¥ãçå®ããããšãã§ããŸããå ·äœçã«ã¯ã補åæŠç¥ãããŒã±ãã£ã³ã°æŠç¥ãæè³æŠç¥ã®ç«æ¡ã«æå¹ã§ãã
ããã«ããã©ã®è£œåã«æè³ãã¹ãããã©ã®è£œåãæé·ãããã¹ãããã©ã®è£œåãå»æ¢ãã¹ãããªã©ãå ·äœçãªæŠç¥çå®ãå¯èœãšãªããŸãã
ãŸããçµç¹å šäœã®ããžã§ã³ãæ確ã«ããå šç€ŸãéããæŠç¥ã®äžè²«æ§ãä¿ã€ããšããBCGãããªãã¯ã¹ã®æŽ»çšã§æåŸ ã§ããå¹æã®äžã€ã§ãã
3.2 äŒæ¥ã®ããŒããã©ãªãªåæãšããŠã®å©çš
BCGãããªãã¯ã¹ã¯ãäŒæ¥ã®ããŒããã©ãªãªãèŠèŠçã«è¡šç€ºãããã®äžã§å補åãäºæ¥ã®äœçœ®ãæ確ã«ããããã®ããŒã«ãšããŠäœ¿çšããããšãã§ããŸãã
ããã«ãã£ãŠäŒæ¥ã¯ç«¶äºã®æ¿ããåžå Žã䌞ã³ããã®ããåžå Žãæ確ã«ææ¡ãã補åéçºãåžå Žæ¡å€§çã®æŠç¥ãçå®ããããã®éèŠãªåºç€ã圢æããããšãå¯èœãšãªããŸãã
å ·äœçã«ã¯ãåäºæ¥é åã®åžå Žæé·çãšåžå Žå æçãæ¯èŒããããšã§ãèªç€Ÿã®æŠç¥ãèŠçŽããã£ãããäžããŸãã
3.3 äºæ¥æŠç¥çå®ã®ããã®ã¹ããã
BCGãããªãã¯ã¹ãçšããŠäºæ¥æŠç¥ãçå®ããã¹ãããã¯ããŸãèªç€Ÿã®è£œåããŒããã©ãªãªãã©ã®ãããªãã¯ã¹ã®é åã«åœãŠã¯ãŸãããèå¥ããããšã§å§ãŸããŸãã
次ã«ããã®äºæ¥ã®å°æ¥æ§ã競äºåãè©äŸ¡ããæé·åžå Žã«ããã競äºåã®åŒ·åãæçåžå Žã«ããããªã¹ã¯ç®¡ççã®æŠç¥ãçå®ããŸãã
æåŸã«ãããããã®äºæ¥ã«å¯Ÿããå ·äœçãªå®è¡èšç»ãäœãããã®å¹æãè©äŸ¡ããããšã§èª¿æŽããŠãããŸãã
3.4 BCGãããªãã¯ã¹ã掻çšããå ·äœçãªæŠç¥çå®
BCGãããªãã¯ã¹ã掻çšããå ·äœçãªæŠç¥çå®ã®äžäŸãšããŠã¯ã補åã©ã€ããµã€ã¯ã«ã®å段éã«å¯Ÿããæè³æŠç¥ããããŸãã
æé·åžå Žã§ã¯ç«¶äºåã®åŒ·åãåžå Žã·ã§ã¢ã®ç¢ºä¿ãå³ãããã«ãæè³ãããŒã±ãã£ã³ã°æŽ»åã匷åããŸãã
äžæ¹ãæçåžå Žã§ã¯ãå©çãæ倧åããããã«å¿ èŠæäœéã®æè³ã«ãšã©ããå¹ççãªçµå¶ãç®æããŸãã
ãã®ããã«ãBCGãããªãã¯ã¹ã¯ããžãã¹æŠç¥ã®çå®ã«æ¬ ãããªãããŒã«ãšãããã§ãããã
4. BCGãããªãã¯ã¹ã®æ¿ä»£ããŒã«ãšæ¯èŒ
æ¬ç¯ã§ã¯ãBCGãããªãã¯ã¹ã«ä»£ããä»ã®ããŒããã©ãªãªåæããŒã«ã®ååšã«ã€ããŠèå¯ããŸãããããã®ããŒã«ã®ç¹æ§ãé©çšç¶æ³ãããã«ã¯BCGãããªãã¯ã¹ãšã®æ¯èŒã«ã€ããŠã説æããŸãããããŠæåŸã«ãã©ã®ãããªãã€ã³ããæã¡ã€ã€ããŒã«ãéžæãã¹ããã«ã€ããŠã®ã¢ããã€ã¹ãæäŸããŸãã
4.1 BCGãããªãã¯ã¹ä»¥å€ã®ããŒããã©ãªãªåæããŒã«
BCGãããªãã¯ã¹ãšåãããäŒæ¥ã®æé·æŠç¥ãæãããã®ä»ã®ããŒã«ãšããŠã¯ãã¢ã³ãœããããªãã¯ã¹ãGEãããªãã¯ã¹ããããŸãããããã¯ããžãã¹ã®å±éãèããéã«åºã䜿ãããŠããŸãã
ã¢ã³ãœããããªãã¯ã¹ã¯ãæ¢åãšæ°èŠã®åžå Žã»è£œåã«é¢ãã4ã€ã®æŠç¥(浞éãéçºãæ¡å€§ãå€è§å)ãæäŸããŸããGEãããªãã¯ã¹ã¯åžå Žã®é åãšäºæ¥ã®ç«¶äºåãïŒè»žã«ããïŒÃïŒã®ãããªãã¯ã¹ã§ãåäºæ¥ã®æè³åªå 床ã決å®ããã®ã«åœ¹ç«ã¡ãŸãã
ãããã®ã¢ãã«ã¯ãBCGãããªãã¯ã¹ãšåããäŒæ¥ã®ããŒããã©ãªãªãèŠèŠçã«ææ¡ãã匷ã¿ã匱ã¿ãæŽãåºãã®ã«åœ¹ç«ã€ããŒã«ã§ãã
4.2 åããŒã«ã®ç¹åŸŽãšé©çšç¶æ³
åã¢ãã«ã¯ããããç¹åŸŽçãªæŠå¿µãæã£ãŠããŸããBCGãããªãã¯ã¹ã¯è£œåã®ã©ã€ããµã€ã¯ã«ãšåžå Žã®æé·çãåºã«ããŒããã©ãªãªãåãåããŸãã察ããŠã¢ã³ãœãã®ãããªãã¯ã¹ã¯ãæ°æ§ã®åžå Žãšè£œåã®çµã¿åãããéããŠæŠç¥ãæ瀺ããŸããããã«ãGEãããªãã¯ã¹ã¯åžå Žã®é åãšããžãã¹ã®ç«¶äºåãšãã2ã€ã®ç°ãªãèŠè§ããããŒããã©ãªãªãè©äŸ¡ããŸãã
ãããåã¢ãã«ã®é©çšç¶æ³ã¯ãäŒæ¥ã®ããžãã¹ç°å¢ãæŠç¥ã«ãããŸããå ·äœçã«ã©ã®ãããªãã¯ã¹ã䜿ãã¹ããã¯ãäŒæ¥ã®ç®è«èŠãæŠç¥ãäºæ¥ç°å¢ãªã©å€ãã®èŠçŽ ã«ãã圱é¿ãåããŸãã
äžéšã§ã¯BCGãããªãã¯ã¹ã®ãããª2次å çãªåæã ãã§ã¯ãªããè€æ°ã®èŠå ãèæ ®ãããããªãã¯ã¹åæã掻çšããŠããŸãããŸãããããã®ã¢ãã«ã¯æã«çµã¿åãããŠäœ¿ãããšãæå¹ã§ãããããããã®ã¢ãã«ãè£å®ãåãé¢ä¿ã«ãªãããšããããŸãã
4.3 BCGãããªãã¯ã¹ãšä»ã®ããŒã«ã®æ¯èŒ
BCGãããªãã¯ã¹ãšä»ã®ããŒã«ãšã®æ¯èŒã§ã¯ãããããã®ç¹æ§ã匷ã¿ãæ確ã«ãªããŸããBCGãããªãã¯ã¹ã®åŒ·ã¿ã¯ããã®èŠèŠçãªã·ã³ãã«ããšçŽæçç解ããããã«ãããŸããäžæ¹ã§ãåžå Žæé·çãšçžå¯Ÿçåžå Žã·ã§ã¢ã®2ã€ã®èŠçŽ ããèæ ®ããªãããšãææãããŠããŸãã
察ããŠã¢ã³ãœããããªãã¯ã¹ãGEãããªãã¯ã¹ã¯ãããå€è§çãªèŠç¹ãæäŸããŸããç¹ã«GEãããªãã¯ã¹ã§ã¯ãåžå Žã®é åãäºæ¥ã®ç«¶äºåãšãã芳ç¹ããåæããããããã詳现ãªæŠç¥ç«æ¡ã«åœ¹ç«ã¡ãŸãã
以äžã®ããã«ãåããŒã«ã®ç¹æ§ãç解ããããããã®åŒ·ã¿ã掻ãããäžã§é©åãªã¢ãã«ãéžæã»é©çšããããšãæ±ããããŸãã
4.4 ããŒã«éžæã®ãã€ã³ã
ããŒããã©ãªãªåæããŒã«ã®éžæã«ããããã€ã³ããšããŠã¯ããŸãèªç€Ÿã®ããžãã¹ç°å¢ãæ£ç¢ºã«ç解ããããšãå¿ èŠã§ããäºæ¥ã®èŠæš¡ãæç床ãæ¥çã®ç«¶äºç°å¢ãªã©ãèæ ®ããæãé©ããããŒã«ãéžã¶ã¹ãã§ãã
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