This paper presents the results of an empirical research on changes in market position that Colombian companies, according to the growth-share matrix developed by the Boston Consulting Group. For this purpose, data from the Colombian Society Regulation Office are used applied to multinomial logit models. The results indicate that, in general terms the financial variables affect similarly the market position of all companies, while the industrial organization variables have different effects that depend on the type of company. The conclusions of this paper suggest that there is a broad field of action for policy makers with the end of stimulating business success.