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    Intra-industry diversification effects under firm-specific contingencies on the demand side

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    Publication type
    Vlerick strategic journal article
    Author
    Smeritschnig, Florian
    Muellner, Jakob
    Nell, Phillip C.
    Weiss, Martin
    Publication Year
    2021
    Journal
    Long Range Planning
    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.
    Keyword
    Related Diversification, Intra-industry Diversification, Intra-Industry Diversification-Performance Relationship, Across-Segment Product Proliferation, Within-Segment Product Proliferation
    Knowledge Domain/Industry
    Strategy
    DOI
    10.1016/j.lrp.2020.101992
    URI
    http://hdl.handle.net/20.500.12127/6467
    ae974a485f413a2113503eed53cd6c53
    10.1016/j.lrp.2020.101992
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