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In the BCG (Boston Consulting Group) matrix, a "cash cow" represents a business unit or product with a high market share in a mature industry, generating consistent revenue with low growth potential. Conversely, a "rising star" is characterized by a high market share in a rapidly growing industry, indicating significant potential for future growth and investment. While cash cows provide the funds to support other business units, rising stars are seen as future cash cows as they capitalize on market opportunities.

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