2014 | OriginalPaper | Chapter
Ansoff’s Growth Matrix—In Detail
Author : Jenny Darroch
Published in: Why Marketing to Women Doesn’t Work
Publisher: Palgrave Macmillan UK
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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.