When should businesses consider divesting a question mark?

Divesting a question mark is particularly relevant when it shows no potential for market leadership. Question marks refer to products or business units in markets with high growth potential but low market share. Since they require significant investments to increase their market share, businesses need to evaluate their chances of success. If a question mark does not demonstrate the ability to gain traction and move toward market leadership, it may not be worth the investment.

In this context, if a question mark consistently fails to prove its growth potential, reallocating resources to more promising ventures can lead to better overall performance for the company. This decision aligns with strategic management principles that prioritize investment in opportunities with the highest likelihood of yielding returns.