Dilemma products

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Dilemma products are products that have a low market share but a high growth rate. Typically, dilemmas refer to products in the launch phase. Typically, dilemmas refer to products in the launch phase. These products have the potential to become “stars”, but can also turn into real “dead weight”.

The stars are the successful products. They have a large market share and therefore deserve special attention. Deadweight generates little or no profit. Nevertheless, products in this category help the company to increase its market share.