GROWTH/EXPANSION STRATEGY

 Growth/Expansion Strategy

• Growth/Expansion strategy is implemented by redefining the business by enlarging the scope of business and substantially increasing investment in the business. 
• It is a popular strategy that tends to be equated with dynamism, vigour, promise and success. An enterprise on the move is more agreeable stereotype than a steady-state enterprise.
•  It is often characterised by significant reformulation of goals and directions, major initiatives and moves involving investments, exploration and onslaught into new products, new technology and new markets, innovative decisions and action programmes and so on.
•  Expansion also includes diversifying, acquiring and merging businesses. This strategy may take the enterprise along relatively unknown and risky paths, full of promises and pitfalls.

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