haku: @indexterm product mix / yhteensä: 47
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| Tekijä: | Bradburd, R. M. Ross, D. R. |
| Otsikko: | Can small firms find and defend strategic niches? A test of the Porter hypothesis. |
| Lehti: | Review of Economics and Statistics
1989 : MAY, VOL. 71:2, p. 258-262 |
| Asiasana: | SMALL BUSINESS PROFITABILITY PRODUCT MIX |
| Kieli: | eng |
| Tiivistelmä: | A number of studies have found a positive relation between market share and profitability. Michel Porter argues that this need not hold when small firms find strategic niches protected by mobility barriers. This hypothesis is examined by comparing the profitability of large and small firms when the activities of the two groups (proxied by the allocation of sales across submarkets) differ on the average. It is found that in heterogeneous product mix industries profits of large firms are no longer significantly greater than profits of smaller rivals, except that market leaders maintain their advantage regardless of product mix. |
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