INTENSIVE GROWTH OPPORTUNITIES - AN EXTENDED CLASSIFICATION
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Market penetration, market development, and product development constitute the major intensive growth opportunities open to a firm. The author describes a matrix framework designed to help identify the various distinct growth possibilities latent in each of the above opportunity classes and proposes an extended product-market growth matrix incorporating external opportunity factors such as user focus, use focus, market growth rate, and a wide range of internal strategy response options as subdimensions.
