| | Existing Markets | New Markets | | --- | --- | --- | | | Market Penetration | Market Development | | New Products | Product Development | Diversification |
Maximize the customer lifetime value of an established client base.
Igor Ansoff’s 1965 book, Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion corporate strategy igor ansoff pdf exclusive
Ansoff had added a fifth cell.
: Introducing existing products to entirely new markets or segments. | | Existing Markets | New Markets |
: Selling existing products in existing markets.
In the fast-paced world of business, strategic management is not just a function; it is a necessity for survival. While countless theories have emerged over the last fifty years, few are as fundamental as the work of H. Igor Ansoff. Known as the "father of strategic management," Ansoff fundamentally changed how organizations approach growth, planning, and environmental turbulence. : Selling existing products in existing markets
Arthur’s phone buzzed. It was his biggest client, the CEO of OmniCorp, a retail giant bleeding market share to Amazon.
In the pre-Ansoff era, business strategy was largely an extension of budgeting and financial planning. Igor Ansoff’s seminal work, Corporate Strategy (1965), revolutionized management thinking by introducing a logical and systematic approach to strategic decision-making.
It was placed in the center of the four traditional squares, a small diamond labeled: