U.S.A.: The Ansoff family left Russia in 1936 and arrived in New York. Parents: Igor Ansoff’s father was an American born Russian, and his mother was a Russian from Moscow. Игорь Ансов ) was born in Vladivostok, Russia in 1918. Interesting Facts and Insights about Igor Ansoff “In order to be irreplaceable, one must always be different.” – Coco Chanel Marketing students are familiar with his Ansoff Matrix, a tool he created strategies for growing a business, via existing or new products, in existing or new markets. This classification system became popular in management teaching. The contingent strategic success paradigm, a theory that has been validated by numerous doctoral dissertations Īnsoff also classified management decision making into three core areas:. The concept of environmental turbulence. As a Professor of Management, he is known for his research in the following areas: Ansoff is known as the father of Strategic Management. Igor Ansoff (1918 – 2002) was an applied mathematician and business manager. This strategy requires a startup operation or the acquisition of an existing business outside the organization’s current products or market portfolios. Conglomerate growth is a collection of businesses without any links to one another. Unrelated Diversification is when there is no relationship in markets or offers. Related Diversification is when there are relationships and potential synergies between the organization’s existing business and the new product or market. Diversification is considered the riskiest growth option. It is the riskiest growth strategy because both new product and new market development are required. The Diversification strategy is focused on growing market share by the introduction of new offerings in new markets. This strategy is riskier than Market Penetration but may have a similar risk as Market Development. Joint -venture with a third-party company that needs access to the organization’s distribution channels or brands. Reselling third party products under its own brand,. Acquisition of rights to produce a third-party’s product,. Investment in research and development,. This growth strategy requires extending the product range available to the firm’s existing markets. The Product Development strategy is focused on creating new products and services targeted at its existing markets. This quadrant move increases uncertainty and thus increases the risk. 
The new markets are not too different from the existing market assumptions,.It can leverage economies of scale if it increases output,.The organization has a unique technology it can leverage in the new market,.This strategy is more likely to be successful, where: New areas or regions of the country or foreign markets.Target Consumers with offerings that were previously sold only to Industrial or Commercial customers,.Target Industrial or Commercial customers with offerings that have only been sold to Consumers,.This growth strategy can be accomplished by: The Market Development strategy is focused on expand into new geographic markets using its existing offerings. Acquisition of a rival in the same market,.Increase in promotion and distribution support,.Market Penetration can be accomplished by: This growth strategy is the least risky growth strategy. This growth strategy seeks to increase sales for its existing offerings in its present markets through more aggressive promotion and distribution. It aims to increase its market share in the current market scenario. The Market Penetration strategy is focused on using its existing products and services into existing markets. The Ansoff Matrix, also known as the Product-Market Growth Matrix, describes four broad growth options: Each growth option attracts different levels of risk for an organization. Igor Ansoff, in 1957 described four growth alternatives for growing an organization in existing or new markets, with existing or new products. The Ansoff Matrix is a strategic planning tool that provides a framework to help devise strategies for growth.
Igor Ansoff – Big Idea: Ansoff Matrix – Product-Market Growth Strategies Interesting Facts and Insights about Igor Ansoff.Ansoff Matrix – Product-Market Growth Strategies.
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