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Intra-industry diversification effects under firm-specific contingencies on the demand side
Smeritschnig, Florian Muellner, Jakob Nell, Phillip C. Weiss, Martin
Smeritschnig, Florian
Muellner, Jakob
Nell, Phillip C.
Weiss, Martin
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Publication Type
Journal article with impact factor
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Publication Year
2021
Journal
Long Range Planning
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Publication Volume
54
Publication Issue
1
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Abstract
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.
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Keywords
Related Diversification, Intra-industry Diversification, Intra-Industry Diversification-Performance Relationship, Across-Segment Product Proliferation, Within-Segment Product Proliferation