The primary article you are looking for is actually the seminal book by titled
The Ansoff Matrix has been widely adopted by companies across various industries. Its applications include: ansoff 1965 corporate strategy pdf
Ansoff drew a hard line between "strategy" (decisions about where the company is going) and "administration" (decisions about how to get there). He argued that companies fail when they apply administrative logic (efficiency) to strategic problems (effectiveness). The primary article you are looking for is
Major business schools (Harvard, Stanford, LSE) often keep scanned copies of classic texts in their course reserves. Search Google Scholar with the string: "Corporate Strategy" Ansoff 1965 filetype:pdf site:edu Major business schools (Harvard, Stanford, LSE) often keep
H. Igor Ansoff's 1965 book, Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion , established formal strategic planning and introduced the Ansoff Matrix for evaluating growth opportunities. The framework defines strategies across four quadrants—market penetration, market development, product development, and diversification—while introducing key concepts like synergy and gap analysis. To explore the text, access a digital version at Internet Archive .
Even 60 years later, the original framework remains invaluable. Here is a modern application protocol based directly on the 1965 text: