Guide to Management Theory of Igor Ansoff

The Igor Ansoff strategic management theory can bring focus and direction to your business
By Jeanne Dininni

Igor Ansoff has been called the "Father of Strategic Management." A pioneer in his field, Ansoff developed a number of completely new corporate management concepts, combining them with earlier strategic management methods already in use to create a new strategic management paradigm. Through his work, strategic planning became an established management activity.

Among other things, Ansoff's theory addressed the 5 levels of turbulence which he determined to be present in the business environment. According to his theory, to be effective, a company's strategy needs to match the level of turbulence present in its environment. Because your company's turbulence level so strongly impacts its strategy, understanding these levels can give you a good start in developing a more profitable business. Ansoff's 5 levels of environmental turbulence follow.

1. Repetitive: slow, predictable change

2. Expanding: gradual growth, marketplace stability

3. Changing: incremental growth, varying requirements

4. Discontinuous: both predictable and complex change exist together

5. Surprising: unpredictable change which both spawns and stems from new products/services

Action Steps

The best contacts and resources to help you get it done

Understand the concepts of Ansoff's management theory and how management strategy can benefit you Obtaining a thorough background in the management theory of Igor Ansoff can provide a launch pad for developing an effective strategic management plan for your business.

I recommend: The Free Library offers a detailed explanation of key Ansoff theories and discusses the components of corporate strategy. FreeBizPlan analyzes and compares Ansoff's theory to other theories of strategic management, giving you greater insight into the topic and allowing you to choose the strategic management model that's most appropriate for your company.

Take advantage of consulting services that can help give you greater insight into Ansoff theory Strategic management consulting firms provide experts who have enough knowledge and experience in strategic planning methods such as Ansoff's management theory to help you incorporate those methods into your own company's environment. Their guidance can prove extremely useful to new businesses or business owners who have little experience with strategic management theories.

I recommend: Auxis and Boston Consulting Group both offer strategic management consulting services.

Access online tools to help you put the management theory of Igor Ansoff into practice A number of tools available online make the job of implementing the various aspects of Igor Ansoff management theory a much simpler process.

I recommend: Mind Tools offers guidance in using the Ansoff matrix diagram to evaluate your options and help you manage business risk more appropriately and profitably. (The site also offers an Ansoff grid for assessing career-related personal risk.) Marketing Teacher illustrates the gap analysis theory of Ansoff, which uses Ansoff's matrix to provide strategies for bridging the gap between where a company is currently and where it needs to be.

Get training in strategic management that will help you better implement Ansoff theory The Igor Ansoff strategic management theory is a complex topic, as is strategic management in general. Yet, an effective approach to strategic management is critical to your company's success. So, plan to take advantage of available training opportunities for both you and your staff.

I recommend: American Management Association offers various seminars in strategic business management, which are available both at remote locations and on-site. You'll find even more detailed information about AMA seminars at FindaSeminar. OakTraining.com provides strategic management training software to help you develop your staff, as well as yourself, in strategic management topics. And, Center for Management & Organization Effectiveness offers training in strategic management at various off-site locations, along with a customized-curriculum option. (Click the "Custom Solutions" tab.)

Tips & Tactics

Helpful advice for making the most of this Guide

Never underestimate the value of effective strategic management to your company. Because of its intrinsic importance to the day-to-day operation of your business--as well as to its long-term success--it would be advisable for you to seek every avenue of opportunity for improving your understanding of the topic. If your budget is small, take advantage of free information and tools available online and consider advancing to paid training or consulting services when they become more affordable to you.