such as the emergence of ecological awareness, rather than the conventional headings of the economic, technological environments, etc. The model allows for a graduated response: as soon as weak signals are picked up, steps are taken to allow for the possibility of these issues developing further. Responses become more precise as the signals become more amplified over time. In other
words, Ansoff model avoids the need for a firm to wait until it has sufficient information
before taking a decision; it responds gradually as information emerges.