Using The Ansoff Matrix to Develop Marketing Strategy

2020-11-19T12:44:31+00:00

The Ansoff Matrix was developed by Igor Ansoff and initially published in the Harvard Business Review. It is a core business strategy tool, taught in business schools to MBA students and utilised throughout businesses globally. Ansoff suggested that there were effectively only two approaches to developing a growth strategy; through varying what is sold (product growth) and who it is [...]