Suppose Deniz Derin is the CEO of a big business group. She has a business portfolio in which there are affiliated companies in different industries. She carefully positions her businesses into the four cells of the BCG Growth-Share Matrix. However, she worries about how she should allocate financial resources among the businesses in the four cells of the Matrix, and how to measure the performances of them. Help her regarding the following questions:

1. (20) how should Deniz allocate financial resources among the businesses for further investment in those businesses?
2. (20) Which combination of performance criteria and in what weights should Deniz use to measure the performance of each business in each cell of the Matrix?