: This is his most famous contribution. Explain how it helps firms identify growth opportunities through four distinct paths:
This strategy requires innovation. A company leans on its brand equity and customer relationships to sell something new. Think of Apple selling credit cards or a car manufacturer launching an electric SUV. The risk here lies in R&D and the possibility of cannibalizing existing product lines. Ansoff emphasized that this requires a shift in organizational capability—new skills, new engineers, and new supply chains. corporate strategy igor ansoff pdf