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Diversification, Branding and Performance of Professional Service Firms

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dc.contributor.authorCastaldi, Carolina
dc.contributor.authorGiarratana, Marco
dc.contributor.rorhttps://ror.org/02jjdwm75
dc.date.accessioned2024-07-08T13:14:24Z
dc.date.available2024-07-08T13:14:24Z
dc.date.issued2018
dc.description.abstractThis 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. © 2018,The Author(s) 2018.
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dc.identifier.citationCastaldi, C., & Giarratana, M. S. (2018). Diversification, branding, and performance of professional service firms. Journal of service research, 21(3), 353-364.
dc.identifier.doihttps://doi.org/10.1177/1094670518755315
dc.identifier.issn10946705
dc.identifier.officialurlhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85041384348&doi=10.1177%2f1094670518755315&partnerID=40&md5=73750b99afe335200c180f1db8f2a3c0
dc.identifier.urihttps://hdl.handle.net/20.500.14417/3080
dc.issue.number3
dc.journal.titleJournal of Service Research
dc.language.isoeng
dc.page.final364
dc.page.initial353
dc.page.total17
dc.publisherSAGE Publications Inc.
dc.relation.departmentStrategy
dc.relation.entityIE University
dc.relation.schoolIE Business School
dc.rightsAttribution 4,0 International
dc.rights.accessRightsinfo:eu-repo/semantics/openAccess
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/
dc.subjectbrand breadth; diversification; performance; professional service firms
dc.subject.keywordbrand breadth
dc.subject.keyworddiversification
dc.subject.keywordperformance
dc.subject.keywordprofessional service firms
dc.titleDiversification, Branding and Performance of Professional Service Firms
dc.typeinfo:eu-repo/semantics/article
dc.version.typeinfo:eu-repo/semantics/publishedVersion
dc.volume.number21
dspace.entity.typePublication
person.identifier.scopus-author-id24328687100
person.identifier.scopus-author-id6701572896
relation.isAuthorOfPublicatione9508b29-b78b-4aa3-9560-d71aa11f6ee6
relation.isAuthorOfPublication.latestForDiscoverye9508b29-b78b-4aa3-9560-d71aa11f6ee6
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