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Ansoff matrix

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Ansoff matrix

Tool for assessing the risks associated with strategic options. The matrix was developed by Russian-born US-based ‘father of strategy’ Igor Ansoff and relates new and existing products to new and existing markets.

The matrix is divided into four quadrants, with existing, followed by new, products along the horizontal axis, and existing, followed by new, markets along the vertical axis. Risk increases along the x–y line. This means that a strategy introducing a new product into a new market carries the highest risk, while introducing an existing product into an existing market carries the least risk.
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The authors also present several business models such as the Ansoff Matrix and Porter's "Five Forces" to analyze competition, the threat of substitution and market penetration.
Brand immortality; how brands can live long and prosper by Reference & Research Book News
The classic approach to the consideration of these options is the Ansoff matrix, first presented in 1957.
Organisational management and information systems: business process ... by Scarlett, Bob / Financial Management (UK)
Ansoff Matrix Variously known as the "product-mission matrix" or the "2 x 2 growth vector component matrix", the Ansoff Matrix remains a popular tool for organisations that wish to understand the risk component of various growth strategies, including product versus market development, and diversification.
Igor Ansoff: father of Corporate Strategy by Thinkers
 
 
 
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