If "Market Penetration" is insufficient to close the gap, the firm must move to riskier strategies (Market Development or Product Development). If those fail to close the gap, the firm must consider Diversification.
Mara leaned back and traced the four quadrants with her finger against the whiteboard, then sketched a new square alongside them. "Ansoff gives us the map," she said, "but maps without meaning are just lines. The exclusive part is how we interpret uncertainty—the edges of those quadrants." corporate strategy igor ansoff pdf exclusive
Growth is not an accident; it is a choice. If "Market Penetration" is insufficient to close the