In business strategy, "Question Marks" refer to products or services that have low market share in a high-growth market. They are often new or emerging offerings that have potential but require significant investment to increase their market presence. Companies must analyze whether to invest in these products to boost their growth or to divest and focus on more profitable areas. The term "Question Marks" is part of the BCG Matrix, a tool developed by the Boston Consulting Group to help businesses assess their product portfolio. This matrix categorizes products into four groups: Stars, Cash Cows, Dogs, and Question Marks, guiding strategic decision-making.