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Ansoff Matrix for Growth Strategy

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Publish time:08-30-2022
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The Ansoff Matrix for the Product Market Growth is an excellent tool for developing market entry strategies. The product and market context matrix provides a framework for decision-makers, entrepreneurs, and marketers to build their company's growth strategies. Igor Ansoff created the Ansoff Matrix, first published in the Harvard Business Review in 1957 in his article "Strategies for Diversification." Since then, the strategy tool has been taught at universities to business students and is used in businesses worldwide. Ansoff proposed that there are only two ways to develop a growth strategy: by changing what is sold (product growth) and to whom it is sold (market growth).
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