Mehmood, Khawaja Khalid and Abdullah, Haim Hilman (2017) Four decades of academic research on product diversification-performance relationship: analysis and foresight. J. for Global Business Advancement, 10 (1). p. 43. ISSN 1746-966X

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Abstract

This paper presents a critical review of past research on the relationship of product diversification to performance and suggests avenues for future research. Several perspectives provide rationalization for pursuing product diversification strategy but academic research on the relationship produced inconsistent findings. Likewise, supremacy of related diversification against unrelated diversification also remains an unsolved mystery. The deployment of different product diversification measurement techniques, performance ratios, and application of multiple research designs contributed to the body of knowledge but also added to inconsistencies on the topic. Admitting the complexity of this topic, some researchers adopted contingency perspective of the relationship and contributed to this research area by studying the relationship of product diversification to performance through use of moderators. Future researchers need to test certain other crucial moderators in the context of this relationship along with ensuring careful selection of diversification measurement techniques and performance indicators.

Item Type:	Article
Uncontrolled Keywords:	diversification strategy, product diversification, product performance, moderating variables, diversification measurement, performance indicators
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business Management
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	13 Feb 2018 00:56
Last Modified:	13 Feb 2018 00:56
URI:	https://repo.uum.edu.my/id/eprint/22990

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