Ansoff’s Growth Matrix—In Detail

Jenny Darroch
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Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 7 in Why Marketing to Women Doesn’t Work, 2014, pp 131-147 from Palgrave Macmillan

Abstract: Abstract So far, I have introduced the concept of Ansoff’s (1957) Growth Matrix a number of times. In this chapter, I will give a more in-depth overview of Ansoff’s four strategies for growth, which are introduced in Table 7.1 and developed throughout this chapter.

Keywords: Product Category; Market Segment; Medium User; Heavy User; Market Strategy (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35817-2_8

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DOI: 10.1057/9781137358172_8

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