In the context of the BCG matrix, which business unit is categorized as a 'star'?

A business unit categorized as a 'star' in the BCG matrix represents a unit that holds a high market share within a rapidly growing market. This positioning indicates that the unit not only has a strong competitive advantage due to its market dominance but is also benefitting from the favorable conditions of market growth.

Stars are typically seen as the driving force of the company, generating substantial revenue and profits, which can be reinvested to maintain or enhance their competitive position. Because they operate in a growing market, they have the potential for further expansion and value generation. Businesses want to nurture star units to help them transition into cash cows as the market matures, ensuring sustained profitability in the long run.