Ansoff’s matrix, pain and gain: growth strategies and adaptive learning

  title={Ansoff’s matrix, pain and gain: growth strategies and adaptive learning},
  author={G. Stuart Watts and Michael Hulme and Jason Cope},
This paper seeks to explore the relationship between learning, strategy and growth in small food producing firms using Ansoff’s strategy matrix as a framework and explores the usefulness of Greiner’s life cycle model. The complexity of this interaction is examined and it is concluded that the growth process is much more complex than that suggested by the Greiner model. 

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