Ansoff Igor

Igor Ansoff was a Russian-American mathematician and business manager who developed the Ansoff Matrix, a strategic tool that helps businesses decide on growth strategies. The matrix outlines four key approaches: market penetration (selling more to existing customers), market development (entering new markets), product development (creating new products for current customers), and diversification (exploring new products in new markets). By using this framework, companies can assess risks and opportunities when planning their growth, ensuring they make informed decisions to expand their reach and enhance profitability.