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| | Existing Markets | New Markets | | --- | --- | --- | | | Market Penetration | Market Development | | New Products | Product Development | Diversification | This seminal work provides a comprehensive overview of Ansoff's ideas on corporate strategy, including the development of the Ansoff Matrix. As he pondered the company's future, John recalled a seminal article he had read by Igor Ansoff, a renowned strategy professor, published in 1965. Ansoff's work introduced the concept of a corporate strategy matrix, which categorized growth options into four distinct quadrants: |
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