Product Diversity and Firm Performance: An Empirical Investigation

P. Rajan Varadarajan

122 citations0/0 files storedJournal of Marketing

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Business Strategies and Innovation Innovation and Knowledge Management Firm Innovation and Growth

Abstract

This study employs categorical measures of broad spectrum diversity (BSD) and mean narrow spectrum diversity (MNSD) to classify firms into broad diversification strategy groups. The BSD and MNSD measures of firm diversity are based on SIC data pertaining to each firm's scope of activities at the two- and four-digit levels. The 10 largest firms in each of the 24 largest industries of the U.S. constitute the sample for this study. Performance differences between diversification strategy groups are examined in reference to their long-term return on equity, return on total capital, sales growth rate, and earnings per share growth rate.

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References

1980Competitive Strategy: Techniques for Analyzing Industries and Competitors 1971Industrial Market Structure and Economic Performance.1978Strategy formulation : analytical concepts 1975Strategy, structure, and economic performance 1985Diversification strategy, profit performance and the entropy measure 1982Diversification strategy and profitability 1984Strategic Market Management 1979Entropy Measure of Diversification and Corporate Growth

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2006Subsidiary marketing knowledge and strategic development of the multinational corporation 1993Industrial innovation and firm performance: A re-conceptualization and exploratory structural equation analysis 2001Valuation of mergers and acquisitions in the telecommunications industry: a study on diversification and firm size 2001The Effect of International Diversification Strategy on the Performance of Spanish -- Based Firms during the Period 1991 - 1995 (1)2009Product diversification strategy and financial performance: meta-analytic evidence on causality and construct multidimensionality

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