The Ansoff Matrix, aka the Product/Market Expansion Grid, is a two-by-two framework management teams and analysts use to plan and evaluate growth initiatives. The tool, in particular, assists stakeholders in conceptualizing the level of risk associated with various growth strategies. H. Igor Ansoff, an applied mathematician, and business manager, developed the matrix published in the Harvard Business Review in 1957. The Ansoff Matrix is usually used with other business and industry analysis tools such as the PESTEL, SWOT, and Porter's 5 Forces frameworks to support more robust assessments of business growth drivers.
