Dr. Vera Petrovna Butkouskaya


September 2019


Theoretical background

GoogleProspectors emphasize growth and innovation, development of new products, and an eagerness to be the first in new-product or market areas, even if some of these efforts fail. The prospectors are more flexible and decentralized organizational structures, complex products (innovative), and unstable environments that change rapidly.

Defenders are conservative business units that prefer to maintain a secure position in relatively stable product or service areas instead of looking to expand into uncharted territory. Defenders tend to be highly formalized, emphasize cost control, and operate in a stable environment.