Ansoff's Lasting Relevance and Enduring Impact: A Two‐Point‐In‐Time Empirical Validation of Strategic Management Theories in Bulgaria

ABSTRACT This paper reaffirms H. Igor Ansoff's enduring influence by testing his strategic planning principles, strategic management framework, and Strategic Success Hypothesis through empirical research in Bulgaria. Using cross‐sectional surveys from 2017 and 2025, the study offers rare two‐point evidence of the continuing relevance of his theories. Strategic planning adoption rose from two‐thirds of firms in 2017 to three‐quarters in 2025, with positive links to performance expanding from four to six indicators. Hierarchical regression confirmed strategic planning as a significant predictor of performance. Strategic management, adopted by most firms in 2017 and one‐fifth in 2025, showed positive correlations with one indicator in 2017 and 10 in 2025. Consistent with the Strategic Success Hypothesis, gap size correlated negatively with performance in both years. The findings confirm the enduring validity and adaptability of Ansoff's frameworks across time and context, securing his position as a lasting force in strategic management thought.