Finding opportunities for your business using Ansoff’s Matrix

Ansoff's matrix

Igor AnsoffIf your business is looking to expand, the Product-Market Growth Matrix – usually referred to as the Ansoff Matrix – can be a useful tool to help you create a strategy. The matrix, which was first published in the Harvard Business Review, identifies four different possible approaches – market penetration, market development, product development and diversification. In this article I explain how these approaches could work for your business.

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