This case study examines the tensions that arise when Patagonia simultaneously pursues sustainability and quality objectives embedded within its mission statement to 'Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.' Specifically, this case study focuses on Patagonia's Durable Water Repellent (DWR) problem-DWR is a highly effective chemical treatment used to waterproof jackets (supporting the quality objective) but has by-products that are toxic and persist in the environment (undermining the sustainability objective). The Ansoff Product Market Grid suggests four generic growth strategies.ĮMBA Pro Ansoff Matrix / Product Market Grid Solution for ' Patagonia: Driving Sustainable Innovation by Embracing Tensions' case study The Ansoff Matrix / Product Market grid is a framework that enables Patagonia Dwr to identify growth opportunities by leveraging both internal strengths and external opportunities. The Ansoff Product Market Grid is also widely known as Ansoff Matrix.
In 1987, Ansoff suggested a Product / Market expansion 2 by 2 grid. Introduction to Ansoff Product Market Grid / Ansoff Matrix
