Abstract
So far, I have introduced the concept of Ansoff’s (1957) Growth Matrix a number of times. In this chapter, I will give a more in-depth overview of Ansoff’s four strategies for growth, which are introduced in Table 7.1 and developed throughout this chapter.
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© 2014 Jenny Darroch
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Darroch, J. (2014). Ansoff’s Growth Matrix—In Detail. In: Why Marketing to Women Doesn’t Work. Palgrave Macmillan, London. https://doi.org/10.1057/9781137358172_8
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DOI: https://doi.org/10.1057/9781137358172_8
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-47103-4
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