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Home→The Westburn Dictionary of Marketing→G→growth vector matrix

growth vector matrix

Definition:
A simple two-by-two matrix proposed by Igor Ansoff in 1965. The two dimensions are defined as product and mission, each of which is defined in terms of the present position and the new position resulting in four basic strategies, namely MARKET PENETRATION, MARKET DEVELOPMENT, PRODUCT DEVELOPMENT and DIVERSIFICATION.

Cross-References:
[market development] [product development] [diversification] [market penetration]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker],.