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MENTAL MODEL · M3661

Ansoff Matrix

Ansoff Matrix
BusinessHigh supportStrategic Management
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Version 1.0.0 · Updated 2026-07-28

CORE DEFINITION

The Ansoff matrix is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future business growth. It is named after Russian American Igor Ansoff, an applied mathematician and business manager, who created the concept.

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The Ansoff matrix is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future business growth. It is named after Russian American Igor Ansoff, an applied mathematician and business manager, who created the concept.

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The Ansoff matrix uses two dichotomous dimensions, 'existing/new' and 'products/markets', to form four quadrants: market penetration (existing products, existing markets), market development (existing products, new markets), product development (new products, existing markets), and diversification (new products, new markets). Its mechanism is to measure risk by familiarity—the farther from existing capabilities and markets, the higher the uncertainty and the greater the risk.

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Source support: Explicit

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    en.wikipedia.orghttps://en.wikipedia.org/wiki/Ansoff_matrixZH · Explicit
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