Innovation Management in Defensive Organizations

Innovation Management in Defensive Organizations

Designing a Corporate Growth Strategy Based on Ansoff Matrix Using Fuzzy Inference System

Document Type : Original Article

Authors
saeed zanjani 1
soleyman iranzadeh 2
asadollah khadivi 3
naser feghhi farahmand 4
1 Islamic Azad University, Management Department
2 Head of Faculty of Management, Islamic Azad University, Tabriz Branch
3 Faculty Member of Tabriz Farhangian University
4 Associate Prof. in Management Department, Tabriz Branch, Islamic Azad University
10.22034/qjimdo.2020.211344.1236
Abstract
Corporate growth is an important factor for economic growth. Therefore, choosing the right growth strategy is one of the most important issues in managerial decisions. Accordingly, the purpose of this study was to design a business growth strategy selection model based on Ansoff matrix using fuzzy inference system. To achieve the research goal, first based on the ANSF matrix, Factors affecting market product strategy selection are identified and then two-level fuzzy inference system designed to select the company's growth strategy. The statistical population of this research was chemical and chemical industries of East Azarbaijan province. The statistical sample is based on the sample of available 124 managers of these companies. A questionnaire was used to collect the data, which was distributed among the sample members after determining its validity and reliability. In order to analyze the data while using exploratory factor analysis, a fuzzy inference system based on triangular membership functions and Mamdani inference is used to formulate the model of choosing the growth strategy of the company. The research results show that the designed system is able to identify the right growth strategy for companies. Also, the results in determining the growth strategy of the companies show that for the surveyed community, the best growth strategy was market development.
Keywords
Keywords: Corporate Growth Strategy
ANSF Matrix
Fuzzy Inference System
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