5.6
Ansoff Matrix
A four-cell grid of growth options formed by crossing existing and new products with existing and new markets.
H. Igor Ansoff, “Strategies for Diversification”, HBR 35(5), Sept–Oct 1957
What it does
Existing/new product against existing/new market, making the relative risk of four growth options visible.
When it breaks
It labels rather than directs. Knowing which box you are in says nothing about what to do inside it.
Case
Netflix ran textbook market development: the same product into new geographies. It went from 50 countries in 2015 to over 190 by 2017. By Q2 2018 international streaming revenue exceeded domestic for the first time.
HBR · how Netflix expanded to 190 countries ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
Loading…