INTERACTIVE EFFECTS OF ANSOFF GROWTH STRATEGIES AND MARKET ENVIRONMENT ON FIRM’S GROWTH (Published)
The basic purpose of this paper was to investigate the impact of various Ansoff growth strategies on firm’s growth and moderating effect of market environment between these linkages in fast food sector of Pakistan. Results revealed that all growth strategies of Ansoff matrix significantly contribute in firm’s growth except diversification. Moreover, market environment did not moderate relationship between firm’s growth and any of Ansoff growth strategy, except market penetration. It is suggested that firm should avoid diversifying its business because it may reduce their growth. It is also recommended that firm should consider market environment before penetrating in market so that changes in customers’ requirements may be fulfilled perfectly. It would definitely help firms to soar its growth.
Keywords: Diversification, Environment, Fast foods, Market development, Market growth, Market penetration, Pakistan, Product development
