Final answer:
In the BCG matrix, Stars are companies or business units with high growth and high market share that are considered valuable components of a company's portfolio and are worthy of continued investment.
Step-by-step explanation:
In the BCG matrix, Stars are companies that have high growth and high market share, and are definite keepers. The BCG matrix is a tool used for strategic analysis of a business's product portfolio, classifying products into four categories: Stars, Question Marks, Cash Cows, and Dogs. Stars are often seen as products or business units likely to have a bright future and thus require continued investment to maintain or enhance their market position. They are distinguished by their ability to generate substantial income due to their strong position in a rapidly growing market. The goal for these units is to maintain their leadership and invest in them to grow until the market's growth rate begins to slow down. When that happens, Stars can turn into Cash Cows if they maintain their high market share in the now slow-growing or mature market.