The Ansoff Growth Strategies Matrix

The Ansoff Growth Matrix is a strategic planning tool to define a product and market growth strategy on the highest level. It provides a framework for analyzing a company’s potential for growth by considering the interactions between existing products, new products, existing markets, and new markets.
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What the download contains

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  • The UNITE Navigator, offering an overview of all UNITE models
  • The Ansoff Growth Strategies Matrix with related explanations
  • The related Growth Share Matrix (also called "BCG Matrix")
  • The UNITE Assessment of Strategic Moves and the UNITE Strategic Options Matrix as potentially superior alternative when it comes to innovation and digital transformation

Focuses on growth opportunities.
Identifies areas for diversification.
Provides a full view of your business.
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Richard Cobie, CEO

Reviewed on 15 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

I completely re-evaluated the role of innovation in business growth: before reading this book I have to admit I thought it only entailed product new features and technologies enhancements, while now I see it has everything to do with meeting customer needs and uncovering a business USP, which automatically translates in sales! Could not recommend it more!

Janette Lavalier, Innovation Professor and Consultant

Reviewed on 15 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

Unlike most business innovation books I read over the last years (and even decades) when reading How to create innovation you immediately understand the authors have been there, innovating and transforming some of the world's most amazing brands. Great work!

Karl Meckel, Change Development Manager

Reviewed on 18 July 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

Not only this book offers the most comprehensive innovation and business change overview but it really helps you take the next step, driving you step by step from theory to practice (also with super useful background notes and driving questions)

Franz Hellstrom, Head of Culture

Reviewed on 2 Aug 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

I really enjoyed the whole book, but mostly the culture chapter, mainly because I always failed to acknowledge its major role in favouring or inhibiting business growth. Loved the graphics that helped connect all the dots in a visually appealing (and way easier) way.

Satoru Fukuda, Chief Strategy Officer

Reviewed on 13 Aug 2022

5.0 out of 5 stars Recommended as a purchase, worth the investment!

We’been willing to innovate our business for some years now, but then we always got stuck before we even started, because basically we had no idea where to start…This book helped us do just that: find the right starting point with guiding questions and an incredibly comprehensive innovation overview.

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Why we use it

It can be difficult to get a quick but complete view of your current market position and potential future opportunities. Efficiently understanding where your business stands in your market makes planning for innovation easier.

How It Works

In the fast-paced world of business and innovation, it’s easy to lose sight of where you are in relation to your competition. It’s challenging to retain a full-view of how you’re meeting customer needs while at the same time being on the lookout for opportunities to invest, iterate, and adapt.
The Matrix helps identify Current and New Markets, and Current and Potential Products and Services. Through these, you track current Market Penetration and identify markets or products that you can develop to encourage growth. The goals include Diversification and Development to secure lasting success as markets and customer expectations change.

What is the goal of the model?

By taking a simple but complete look at the current state of your business practices, the Ansoff Matrix quickly identifies areas of potential growth. It’s used to uncover areas for innovation.

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