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Product & Market

Category design and the interplay with go-to-market

Category design is a rather young business theory that originated in Silicon Valley. The aim is to create new marketing channels – i.e. categories – by innovators tapping into niches.

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Product & Market

Strategic Growth with the Ansoff Matrix

The Ansoff Matrix for Product Market Growth is ​​a very useful tool for developing market launch strategies. The matrix for product and market context provides decision makers, entrepreneurs and marketers a framework for developing their company’s growth strategies.