Cash Cow

Cash Cow

Als Cash Cow (englisch wörtlich für „Geldkuh“, deutsch etwa Goldesel) bezeichnet man allgemein ein Produkt, mit welchem hohe Gewinne erwirtschaftet werden.

In der Betriebswirtschaftslehre bezeichnet es ein Feld innerhalb der BCG-Matrix, in dem Produkte am Markt etabliert sind und (bei volumenmäßig stabilem Markt) hohe, stabile und berechenbare Gewinne abwirft. Solche Produkte werden auch als "Selbstläufer" bezeichnet.[1]. Nach der BCG-Matrix ist auch eine Normstrategie damit verknüpft.

Nach dem Modell des Produktlebenszyklus verändern sich Investitionen in solche Produkte weg von Werbung und Entwicklungsinvestitionen hin zu Rationalisierungsmaßnahmen in der Produktion und in die Diversifizierung.

Quellen

  1. Robert M. Grant (2000) Contemporary Strategy Analysis, Blackwell Publishers, Oxford, ISBN 978-0631-20780-1

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