IE - Internal/External Matrix
Recommendations
Below are the recommendations for each of the three areas in the IE matrix. If the organization is close to a dividing line between areas you need to indicate that fact, explain the recommendations for both areas, and usually select a recommendation that is in both.
Grow and build (upper left)
Market penetration
Market development
Product development
Backward integration
Forward integration
Horizontal integration
Hold and maintain (middle)
Market penetration
Product development
Harvest or divest (lower right)
Retrenchment
Divestment
Liquidation
Source: David, F. R. (1999). Strategic management: Concepts (7th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc.
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