Taking existing products into new markets/geographies.
In the early 1960s, most companies operated via "long-range planning," which essentially involved looking at last year’s budget and adding 5%. Ansoff argued that this was insufficient in a changing world. ansoff corporate strategy 1965 pdf
Creating new products for your current customer base. Taking existing products into new markets/geographies
Furthermore, he popularized the term (the "2 + 2 = 5" effect). He argued that corporate strategy should focus on how different business units can reinforce one another to create more value than they would as independent entities. 4. Why Professionals Seek the 1965 PDF Today most companies operated via "long-range planning
Ansoff outlines specific "decision rules" for when a company should expand or retract, which are surprisingly applicable to today's volatile tech landscape.