On the Market: Using Trademarks to Reveal Organizational Assets, Strategies and Capabilities
In: https://journals.sagepub.com/doi/full/10.1177/1476127019847835
14 Ergebnisse
Sortierung:
In: https://journals.sagepub.com/doi/full/10.1177/1476127019847835
SSRN
In: Research policy: policy, management and economic studies of science, technology and innovation, Band 47, Heft 3, S. 606-616
ISSN: 1873-7625
In: Entrepreneurships, the New Economy and Public Policy, S. 253-266
In: Regional studies: official journal of the Regional Studies Association, Band 56, Heft 2, S. 177-189
ISSN: 1360-0591
In: Research Policy, Band 46, Heft 7, S. 1187-1197
In: Stato e mercato, Heft 67, S. 153-178
ISSN: 0392-9701
In: Science and public policy: journal of the Science Policy Foundation, Band 45, Heft 6, S. 863-874
ISSN: 1471-5430
In: Journal of service research, Band 21, Heft 3, S. 353-364
ISSN: 1552-7379
This article analyzes the effects of diversification and brand breadth on firm performance for professional service firms (PSFs). The research aim is two-fold. First, we test whether moving into products may put at risk the core resources that sustain PSFs' competitive advantage. Second, we study which branding strategies best match their diversification attempts. Broad (narrow) brands characterize a branding strategy with scarce (plentiful) associations to specific product characteristics. We analyzed trademark portfolios of 47 U.S.-based management consulting firms in the 2000 to 2009 time period. Panel regression results suggest that (1) PSFs always benefit from diversification when they remain pure-service providers; (2) performance is positively related to a strategy of specialized narrow brands.
This article analyzes the effects of diversification and brand breadth on firm performance for professional service firms (PSFs). The research aim is two-fold. First, we test whether moving into products may put at risk the core resources that sustain PSFs' competitive advantage. Second, we study which branding strategies best match their diversification attempts. Broad (narrow) brands characterize a branding strategy with scarce (plentiful) associations to specific product characteristics. We analyzed trademark portfolios of 47 U.S.-based management consulting firms in the 2000 to 2009 time period. Panel regression results suggest that (1) PSFs always benefit from diversification when they remain pure-service providers; (2) performance is positively related to a strategy of specialized narrow brands.
BASE
In: Regional studies: official journal of the Regional Studies Association, Band 57, Heft 9, S. 1714-1730
ISSN: 1360-0591
In: Regional studies: official journal of the Regional Studies Association, Band 49, Heft 5, S. 767-781
ISSN: 1360-0591
In: Research Policy, Band 38, Heft 1, S. 181-191
In: Research policy: policy, management and economic studies of science, technology and innovation, Band 53, Heft 2, S. 104936
ISSN: 1873-7625
In: Research policy: policy, management and economic studies of science, technology and innovation, Band 48, Heft 6, S. 1340-1353
ISSN: 1873-7625