June 2021
Beginner
488 pages
10h 7m
English
Content preview from Fundamentals of Level Three LeadershipBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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48. Ansoff’s Model of Strategic Growth
Concept
Igor Ansoff’s model of strategic growth has been an enduring and influential framework for thinking about how to grow a company. The model is a 2x2 matrix with axes of products (and services) and customers. The end points on both axes are old and new. Presumably, a company begins the analysis with its existing products and services and customers.
The first analysis then is what proportion of the market do we have with our existing products and customers? No one has 100 percent of those elements, so the first strategy for growth is to expand one’s share of the market defined by existing products and customers. This can be difficult for companies with established shares of market in stable markets, ...
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