PRODUCT PROLIFERATION STRATEGIES AND FIRM PERFORMANCE: THE MODERATING ROLE OF PRODUCT SPACE COMPLEXITY

• 成果类型: Article
• 署名作者: Barroso, Alicia; Giarratana, Marco S.
• 署名单位: Universidad Carlos III de Madrid; Bocconi University
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.2079
• 发表日期: 2013
• 页码: 1435-1452
• 关键词: product proliferation; firm performance; automobile industry; complexity; product portfolio

摘要

In the Spanish automobile market between 1990 and 2000, significant reductions in tariff and nontariff protections increased the complexity of the product space, through the penetration of new car brands and models. Acknowledging these environmental dynamics, this study details conditions in which across-niche (product breadth or intraindustry diversification) and within-niche (product depth or versioning) product proliferation exerts a positive relationship on firm performance, as well as how key relationships change according to the complexity of the product space in the industry. Copyright (c) 2013 John Wiley & Sons, Ltd.