This Marketing Matrices Ansoff Matrix is intended to assist businesses in exploring their product portfolios and strategies and deciding where to focus their efforts. Igor Ansoff created the Ansoff Matrix, also known as the Product/Market Expansion Grid, and it was first published in the 1950s. It focuses on potential growth strategies and the risks associated with each one. The Boston Matrix, like any other tool, has flaws. For example, it was intended for use with products, and while it can also be used for services, this may necessitate some caution. It's also fairly straightforward, both a strength and a weakness.