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Preferred term

Ansoff matrix  

Definition

  • The Ansoff Matrix, developed by Igor Ansoff in 1957, relates to the products on offer by an organization and strategies for diversification (see Ansoff, 1957). It is a tool that marketers will use if they have an objective(s) for growth, primarily because the matrix offers strategic choices to achieve this. [Source: The SAGE Dictionary of Leisure Studies; Ansoff Matrix]

Broader concept

Entry terms

  • product market differentiation matrix

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URI

https://concepts.sagepub.com/social-science/concept/Ansoff_matrix

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