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

Smertschnig, Florian and Müllner, Jakob and Nell, Phillip C. (2021) Intra-industry diversification effects under firm-specific contingencies on the demand side. Long Range Planning, 54 (1). p. 101992. ISSN 0024-6301

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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.

Item Type: Article
Additional Information: In press, corrected proof
Keywords: Related diversification; Intra-industry diversification; Intra-industry diversification-performance relationship; Across-segment product proliferation; Within-segment product proliferation
Divisions: Departments > Welthandel > International Business > Nell
Version of the Document: Accepted for Publication
Variance from Published Version: Minor
Depositing User: Kerstin Kvapil
Date Deposited: 09 Apr 2020 14:10
Last Modified: 04 Mar 2021 10:09
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