ﻣﺴﻮﻭﻟﯿﺖ ﺍﺻﻠﯽ ﺭﺷﺪ ﺳﻮﺩﺁﻭﺭﻱ ﻫﺮ ﺳﺎﺯﻣﺎﻥ ﺑﺮ ﻋﻬﺪﻩ ﺑﺨﺶ ﺑﺎﺯﺍﺭﯾﺎﺑﯽ ﺍﺳﺖ. ﻻﺯﻣﻪ ﺭﺷﺪ ﺳﻮﺩﺁﻭﺭﻱ, ﺗﺪﻭﯾﻦ ﺍﺳﺘﺮﺍﺗﮋﻱ ﺭﺷﺪ ﻭ ﺗﻮﺳﻌﻪ ﻭ ﺑﺎﺯﺍﺭﯾﺎﺑﯽ ﺍﺳﺖ ﻭ ﻧﻘﺶ ﺍﺳﺎﺳﯽ ﻣﺪﯾﺮ ﺑﺎﺯﺍﺭﯾﺎﺑﯽ ﺩﺭ ﺷﺮﮐﺖ ﺗﺪﻭﯾﻦ ﺍﺳﺘﺮﺍﺗﮋﻱ ﻫﺎﻱ ﺭﺷﺪ ﻣﯽ ﺑﺎﺷﺪ. ﺑﺮﺍﻱ ﺗﺪﻭﯾﻦ ﺍﺳﺘﺮﺍﺗﮋﻱ ﺭﺷﺪ ﺍﺯ ﻣﺪﻝ Product market expansion grid ﯾﺎ ﻣﺎﺗﺮﯾﺲ ﺍﻧﺴﻮﻑ ﺍﺳﺘﻔﺎﺩﻩ ﻣﯽ ﺷﻮﺩ.

ﺭﺷﺪ ﺳﻮﺩﺁﻭﺭﻱ ﻣﯽ ﺗﻮﺍﻧﺪ ﻫﻢ ﺍﺯ ﻃﺮﯾﻖ ﺍﺿﺎﻓﻪ ﮐﺮﺩﻥ ﻣﺤﺼﻮﻝ ﺑﺪﺳﺖ ﺁﯾﺪ ﻭ ﻫﻢ ﻣﯽ ﺗﻮﺍﻧﺪ ﺍﺯ ﻃﺮﯾﻖ ﮔﺴﺘﺮﺵ ﺑﺎﺯﺍﺭ ﺣﺎﺻﻞ ﺷﻮﺩ ﻭ ﺗﺮﮐﯿﺐ ﺁﻧﻬﺎ ﺷﺎﻣﻞ 4 ﺍﺳﺘﺮﺍﺗﮋﻱ ﺭﺷﺪ ﺑﺮﺍﻱ ﮐﻤﮏ ﺑﻪ ﺭﺷﺪ ﺳﻮﺩﺁﻭﺭﻱ ﻣﯽ ﺑﺎﺷﺪ.
ﺑﺮ ﺍﺳﺎﺱ ﻣﺪﻟﯽ ﺩﯾﮕﺮ ﺍﺳﺘﺮﺍﺗﮋﻱ ﻫﺎﻱ ﺭﺷﺪ ﺷﺎﻣﻞ ﺳﻪ ﺑﺨﺶ ﺯﯾﺮ ﻫﺴﺘﻨﺪ:
Intensive growth: ﺷﺮﮐﺖ ﺩﺭ ﻫﻤﺎﻥ ﺣﻮﺯﻩ ﮐﺎﺭﻱ ﻓﻌﻠﯽ ﮐﻪ ﺩﺍﺭﺩ ﺗﻮﺳﻌﻪ ﻣﯽ ﯾﺎﺑﺪ
Integrative growth: ﺷﺮﮐﺖ ﺑﺮﺍﺳﺎﺱ ﺯﻧﺠﯿﺮﻩ ﺍﺭﺯﺵ ﺧﻮﺩ ﺑﻪ ﺻﻮﺭﺗﻬﺎﻱ “ﺗﻠﻔﯿﻖ ﺑﻪ ﻋﻘﺐ” (ﺷﺮﮐﺖ ﺑﻪ ﺍﺑﺘﺪﺍﻱ ﺯﻧﺠﯿﺮﻩ ﺗﺎﻣﯿﻦ ﺑﺮﺳﺪ ﻭ ﻣﻮﺍﺩ ﺍﻭﻟﯿﻪ ﺭﺍ ﻧﯿﺰ ﺗﻮﻟﯿﺪ ﮐﻨﺪ), “ﺗﻠﻔﯿﻖ ﺑﻪ ﺟﻠﻮ”(ﺷﺮﮐﺖ ﺩﺭ ﺯﻧﺠﯿﺮﻩ ﺍﺭﺯﺵ ﺧﻮﺩ ﺑﻪ ﺍﻧﺘﻬﺎ ﺑﺮﺳﺪ ﻭ ﺧﻮﺩ ﺗﻮﻟﯿﺪ ﮐﻨﻨﺪﻩ ﻣﻮﺍﺩ ﻧﻬﺎﯾﯽ ﺑﺎﺷﺪ) ﻭ ﯾﺎ “ﺗﻠﻔﯿﻖ ﺍﻓﻘﯽ” (ﺍﯾﺠﺎﺩ ﺷﺮﺍﮐﺖ ﺑﺎ ﺭﻗﺒﺎ) ﺑﻪ ﺭﺷﺪ ﺳﻮﺩﺁﻭﺭﻱ ﺑﺮﺳﺪ
Diversification growth: ﺳﺎﺯﻣﺎﻥ ﺑﺮﺍﻱ ﺭﺷﺪ ﺳﻮﺩﺁﻭﺭﻱ ﻭﺍﺭﺩ ﺣﻮﺯﻩ ﺍﻱ ﮐﻪ ﻣﺮﺗﺒﻂ ﺑﺎ ﮐﺎﺭﺵ ﻧﯿﺴﺖ ﻣﯽ ﺷﻮﺩ ﻭ ﻫﻢ ﺑﺎﺯﺍﺭ ﻭ ﻫﻢ ﻣﺤﺼﻮﻝ ﺟﺪﯾﺪ ﻣﯽ ﺷﻮﺩ. ﮐﻪ ﺗﻘﺴﯿﻢ ﻣﯽ ﺷﻮﺩ ﺑﻪ :
Concentric diversification: ﺑﺎﺯﺍﺭ ﺟﺪﯾﺪ ﺍﺳﺖ ﻭ ﻣﺤﺼﻮﻝ ﻧﯿﺰ ﺟﺪﯾﺪ ﺍﺳﺖ ﺍﻣﺎ ﻣﺤﺼﻮﻻﺕ ﺑﺎ ﻫﻤﺎﻥ ) ﺗﮑﻨﻮﻟﻮﮊﻱ ﻗﺒﻠﯽ ﺗﻮﻟﯿﺪ ﻣﯽ ﺷﻮﻧﺪ (ﻫﻢ ﻣﺤﻮﺭﻱ ﺗﮑﻨﻮﻟﻮﮊﯾﮑﯽ ﺑﯿﻦ ﻣﺤﺼﻮﻻﺕ ﺟﺪﯾﺪ ﻭ ﻗﺪﯾﻤﯽ).
Horizontal diversification: ﺑﺎﺯﺍﺭ ﻭ ﻣﺤﺼﻮﻝ ﺟﺪﯾﺪ ﻫﺴﺘﻨﺪ ﺍﻣﺎ ﺑﺨﺸﯽ ﺍﺯ ﻣﺤﺼﻮﻻﺕ ﺟﺪﯾﺪ ﺭﺍ ﻣﯽ ﺗﻮﺍﻥ ﺑﻪ ﻣﺸﺘﺮﯾﺎﻥ ﻗﺒﻠﯽ ﺑﺎﺯﺍﺭ ﻗﺒﻠﯽ ﺍﺭﺍﯾﻪ ﮐﺮﺩ.
Pure diversification: ﺩﺭ ﺍﯾﻦ ﺍﺳﺘﺮﺍﺗﮋﻱ ﻣﺤﺼﻮﻝ ﻭ ﺑﺎﺯﺍﺭ ﺟﺪﯾﺪ ﺍﺳﺖ, ﻫﻢ ﻣﺤﻮﺭﻱ ﺗﮑﻨﻮﻟﻮﮊﯾﮑﯽ ﻭﺟﻮﺩ ﻧﺪﺍﺭﺩ ﻭ ﺑﻪ ﻣﺸﺘﺮﯾﺎﻥ ﻗﺒﻠﯽ ﻫﻢ ﻧﻤﯽ ﺗﻮﺍﻥ ﻓﺮﻭﺧﺖ ﻭ ﺑﺎﯾﺪ ﻫﻤﻪ ﭼﯿﺰ ﺭﺍ ﻋﻮﺽ ﮐﺮﺩ