H. Igor Ansoff changed how corporations view the future. Prior to 1965, long-range planning was simply a projection of past financial trends. Ansoff proved that rapid environmental changes require dynamic strategic shifts, not just extended budgets.
“The avoidance of risk is not a strategy; it is a paralysis. The proper objective is the management of risk through systematic diversification of the strategic posture.” (p. 153) ansoff 1965 corporate strategy pdf
Over the next few years, John and his team implemented the market penetration, market development, and product development strategies. They increased their sales force, entered new geographic markets, and launched innovative products. entered new geographic markets
grid helps leaders identify growth strategies based on whether they are using existing or new products in existing or new markets. ansoff 1965 corporate strategy pdf