DETECTING THE RELATIONSHIP BETWEEN COMPETITIVE INTENSITY AND FIRM PRODUCT LINE LENGTH: EVIDENCE FROM THE WORLDWIDE MOBILE PHONE INDUSTRY

• 成果类型: Article
• 署名作者: Giachetti, Claudio; Dagnino, Giovanni Battista
• 署名单位: Universita Ca Foscari Venezia; University of Catania
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.2154
• 发表日期: 2014
• 页码: 1398-1409
• 关键词: product line length; product line extension; competitive intensity; COMPETITIVE DYNAMICS; mobile phone industry

摘要

The way firms lengthen or shorten their product line with respect to rivals is regarded as one of the possible strategies firms can pursue to respond to competition. This article builds and tests hypotheses to study the effect of different levels of competitive intensity on product line length. The empirical analysis of data on 3,527 handset models introduced by 66 mobile phone vendors from 1994 to 2010 shows a consistent inverse U-shaped relationship between competitive intensity and the firm's product line length. In this way, we pinpoint an interesting link between the product line extension literature and the competitive dynamics and competitive intensity perspectives. Copyright (C) 2013 John Wiley & Sons, Ltd.