Purpose

The article proposes a new method of strategic analysis. The method was called the grey portfolio analysis method. The presented method is complementary to the popular BCG matrix. The use of the grey portfolio analysis method enables to make a dynamic portfolio analysis for data with a high level of uncertainty.

Design/methodology/approach

First, the article presents current problems related to the application of portfolio methods in strategic management, in particular with reference to the BCG matrix. Second, the basics of grey numbers, operations with them and the way of acting in the grey portfolio analysis method are presented. Finally, the developed method is presented in a case study concerning an IT enterprise, whose portfolio includes cloud computing services.

Findings

In the article, a new method of a strategic analysis based on the BCG matrix was presented. It combines grey methodologies of decision making with a grey prognostic model in the context of a strategic analysis. Due to this fact, a dynamic approach to the issues of portfolio methods is possible.

Practical implications

The article fits the current need related to the development of new expert systems supporting strategic management in enterprises.

Originality/value

An introduced method is new and innovative in the area of portfolio methods. Its originality results from the fact that it eliminates a static nature of the BCG matrix through the use of grey prognostic models. What is more, when grey numbers are used, a problem of uncertainty of information, which appears, is solved at a methodological level.

中文翻译：

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灰色投资组合分析方法

目的

本文提出了一种新的战略分析方法。该方法称为灰色投资组合分析方法。提出的方法是对流行的BCG矩阵的补充。灰色投资组合分析方法的使用可以对具有高度不确定性的数据进行动态投资组合分析。

设计/方法/方法

首先，本文介绍了与投资组合方法在战略管理中的应用相关的当前问题，尤其是参照BCG矩阵。其次，介绍了灰色数字的基础，灰色数字的运算以及灰色投资组合分析方法的作用方式。最后，在有关IT企业的案例研究中介绍了所开发的方法，该企业的产品组合包括云计算服务。

发现

本文提出了一种基于BCG矩阵的战略分析新方法。在战略分析的背景下，它将灰色的决策方法与灰色的预测模型相结合。因此，可以采用动态方法解决投资组合方法的问题。

实际影响

本文适合当前与开发支持企业战略管理的新专家系统相关的需求。

创意/价值

引入的方法是投资组合方法领域中的新方法和创新方法。它的独创性源于以下事实：它通过使用灰色预测模型消除了BCG矩阵的静态性质。此外，当使用灰度数时，从方法论层面解决了出现的信息不确定性问题。