He introduced the practice of identifying the "gap" between a firm's current performance and its desired future objectives, forcing management to find specific strategic actions to bridge that distance.
Ansoff provided a checklist for evaluating strategies. He argued that a strategy must pass through specific "hurdles" to be viable. ansoff corporate strategy 1965 pdf
Focused on external problems, specifically determining the product-market mix a company should pursue. He introduced the practice of identifying the "gap"
: Entering entirely new markets with new products (viewed as the highest-risk strategy). Historical Context & Impact Mapping the Influence of Ansoff's Corporate Strategy - DOI ansoff corporate strategy 1965 pdf