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| Author: | Varadarajan, P. |
| Title: | Product diversity and firm performance : an empirical investigation. |
| Journal: | Journal of Marketing
1986 : JUL, VOL. 50:3, p. 43-57 |
| Index terms: | PRODUCT DIFFERENTIATION COMPANY PERFORMANCE SAMPLING MARKETING RESEARCH |
| Language: | eng |
| Abstract: | Categorical measures of broad spectrum diversity (BSD) and mean narrow spectrum diversity (MNSD) is employed to classify firms into broad diversification strategy groups. The BSD and MNSD measures of firm diversity are based on Standard Industrial Classification 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 United States constitute the sample.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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