Problem child / children business’s products according to market share and rate of market growth. Problem children (sometimes known as wild child or question marks) are products with a relatively low market share in a rapidly growing market. They need to be protected to maintain their position and considerable investment is usually required if they are to achieve growth in market share. New products usually begin here but these could also be products that once held a dominant position. Cash flow is negative and the question that managers should ask themselves is whether it is advisable to invest in further promotion for a product that may or may not succeed. The hope is that new products will become stars or cash cows (see below). Many, however, move on to be dogs. Unfortunately, it is difficult to predict which question marks will become stars, and which will quickly become dogs. As there is uncertainty about their future, there is high risk associated with such products.