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What is Ansoff Matrix: Growth Strategies Explained about?

The document discusses the Ansoff matrix, a strategic decision-making tool developed by Igor Ansoff to devise product and market growth strategies. The matrix outlines four generic strategies: market penetration, market development, product development, and diversification. Each strategy involves different levels of risk as it can involve existing or new products and markets. While a useful initial framework, the Ansoff matrix has limitations and managers must further analyze risks, costs, and rewards for d

Author

soficalvosalvado

Language

EN