Intra-industry Diversification Effects Under Firm-specific Contingencies on the Demand Side

Florian Smeritschnig, Jakob Muellner, Phillip C. Nell*, Martin Weiss

*Corresponding author af dette arbejde

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstrakt

How do firm-specific, demand-related factors influence the relationship between intra-industry diversification (IID) and performance? Recent findings regarding the performance effects of IID depict a complex picture with curvilinear relationships and several contingencies. However, firm-specific contingencies on the demand side have remained unexplored. We analyze how IID relates to firm performance (market share) in the German automotive industry using panel data between 1999 and 2008. We specifically focus on a firm's high-quality brand image as a demand-side contingency. We find support for our hypotheses of complex curvilinear relationships as well as for moderating effects of brand quality. Our results have significant theoretical implications for the IID literature.
OriginalsprogEngelsk
Artikelnummer101992
TidsskriftLong Range Planning
Antal sider18
ISSN0024-6301
DOI
StatusUdgivet - 2 apr. 2020

Bibliografisk note

Epub ahead of print. Published online: 2 April 2020

Emneord

  • Related diversification
  • Intra-industry diversification
  • Intra-industry diversification-performance relationship
  • Across-segment product proliferation
  • Within-segment product proliferation

Citationsformater