![]() ![]() ![]() In that case, one of the Ansoff quadrants, namely diversification, is redundant. ![]() If we assume a new product really is new to the firm, in many cases a new product will simultaneously take the firm into a new, unfamiliar market. Both problems relate to assumptions or interpretations pertaining to newness. Two logical problems arise from the matrix. It portrays growth options as a 2 x 2 matrix of options, with one axis representing products (existing / new) and the representing markets (existing / new). The Ansoff Matrix has been widely taught as part of business education for over 50 years. ![]()
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