What term is used for products that are in a high growth market but have a low market share?

The term used for products that are in a high growth market but have a low market share is "Question mark." This terminology originates from the BCG (Boston Consulting Group) matrix, which helps companies analyze their product portfolio.

In the BCG matrix, a "Question mark" represents products with the potential for growth but currently possess a low market share. These products are often in emerging markets where demand is increasing, making them potential candidates for investment and development. However, since their share in the market is still low, they require careful consideration regarding resource allocation and marketing strategies. Companies must decide whether to invest heavily in these products to potentially capture more market share or to divest from them if they do not show promise.

In contrast, other terms in the matrix refer to different scenarios for a product: "Dog" signifies low growth and low market share; "Star" describes high growth and high market share; and "Cash cow" indicates low growth but high market share. Understanding these concepts is vital for effective strategic decision-making in marketing and product management.