Johannesson, J. (2009) The Ansoff Matrix revisited. In: Perren, L., Berry, A. and Clarke, I. (eds.) The End of the Pier? Competing Perspectives on the Challenges Facing Business and Management. London: British Academy of Management. 0954960858. pp. 15-21.
This paper aims to clarify this embedded confusion in the Ansoff matrix and to enhance the utility of the Ansoff Matrix in strategy development and assessment by dividing the concept of mission into product use and markets leading to a three dimensional matrix incorporating the product, product use and markets. The strategy growth alternative derived from the Product, Product Use and market (PUM) matrix are listed and discussed and examples of how Tesco Plc. has used these strategies from growth are provided. The paper concludes that there are ample examples of Tesco Plc's use of strategies that can be categorized into the eight growth strategy alternatives and this provided support for the validity of the new matrix. The paper discusses the implications of the PUM matrix to executives, students and researchers in strategy