Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 353-364 |
| Journal | Journal of Service Research |
| Volume | 21 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2018 |
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Keywords
- professional service firms
- diversification
- brand breadth
- performance
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Diversification, branding and performance of professional service firms. / Castaldi, C.; Giarratana, M.
In: Journal of Service Research, Vol. 21, No. 3, 2018, p. 353-364.Research output: Contribution to journal › Article › Academic › peer-review
TY - JOUR
T1 - Diversification, branding and performance of professional service firms
AU - Castaldi, C.
AU - Giarratana, M.
PY - 2018
Y1 - 2018
N2 - 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
AB - 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
KW - professional service firms
KW - diversification
KW - brand breadth
KW - performance
U2 - 10.1177/1094670518755315
DO - 10.1177/1094670518755315
M3 - Article
C2 - 30034214
VL - 21
SP - 353
EP - 364
JO - Journal of Service Research
JF - Journal of Service Research
SN - 1094-6705
IS - 3
ER -