Northampton Electronic Collection of Theses and Research

The Ansoff Matrix revisited

Johannesson, J. (2009) The Ansoff Matrix revisited. In: Perren, L., Berry, A. and Clarke, I. (eds.) Perren, L, Berry, A and Clarke, I The End of the Pier? Competing Perspectives on the Challenges Facing Business and Management. London: British Academy of Management. 0954960858. pp. 15-21.

Item Type: Conference Proceedings
Abstract: 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
Uncontrolled Keywords: Ansoff Matrix, Tesco Plc
Subjects: H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
H Social Sciences > HD Industries. Land use. Labor > HD58.7 Organizational behavior, change and effectiveness. Corporate culture > HD58.8 Strategic change
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD30.28 Strategic planning
Creators: Johannesson, Jokull
Editors: Perren, L, Berry, A and Clarke, I
Publisher: British Academy of Management
Faculties, Divisions and Institutes: University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Business and International Management (to 2010)
Faculties > Faculty of Business & Law > International Strategy & Business
Date: 15 September 2009
Date Type: Publication
Page Range: pp. 15-21
Title of Book: The End of the Pier? Competing Perspectives on the Challenges Facing Business and Management
Event Title: British Academy of Management Conference The End of the Pier? Competing Perspectives on the Challenges Facing Business and Management
Event Dates: 15-17 September 2009
Place of Publication: London
Event Location: Brighton Centre Brighton
Event Type: Conference
Language: English
ISBN: 0954960858
Status: Published / Disseminated
Refereed: Yes
Related URLs:
URI: http://nectar.northampton.ac.uk/id/eprint/2100

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