H. Igor Ansoff, a mathematician, and business manager, developed the Ansoff Matrix for Company Growth, published in the Harvard Business Review in 1957. The Ansoff Matrix is frequently used in conjunction with other business and industry analysis tools such as the PESTEL, SWOT, and Porter's 5 Forces frameworks to support more robust assessments of business growth drivers. The Ansoff Matrix is a fundamental framework that is taught in business schools all over the world. It is a simple and intuitive way for a management team to visualize the levers that can be pulled when considering growth opportunities. On the X-axis are Products, and on the Y-axis are Markets.
