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Intra-regional sales, product diversity, and the performance of merchandising multinationals

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  • Sukpanich, Nessara
  • Rugman, Alan

Abstract

This study examines the relationship between intra-regional sales, product diversity, and performance of 45 merchandising firms using data from 1997 to 2003. The interaction effects between product diversity and intra-regional sales on performance are explored, using a curvilinear relationship. The analysis integrates three main theories, namely the resource-based view, transaction costs, and organization learning theory. The models measuring a firm's performance by return on assets (ROA) and return on sales (ROS) show that at high levels of intra-regional sales, small levels of product diversity can generate greater return to a firm but high levels of product diversity may hurt a firm's performance. Higher levels of intra-regional sales tend to improve a firm's performance and enhance the impact of product diversity on performance.

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  • Sukpanich, Nessara & Rugman, Alan, 2007. "Intra-regional sales, product diversity, and the performance of merchandising multinationals," Journal of International Management, Elsevier, vol. 13(2), pages 131-146, June.
    • Handle: RePEc:eee:intman:v:13:y:2007:i:2:p:131-146
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    2. Oh, Chang Hoon & Sohl, Timo & Rugman, Alan M., 2015. "Regional and product diversification and the performance of retail multinationals," Journal of International Management, Elsevier, vol. 21(3), pages 220-234.
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    4. Lee, Eun-Joo, 2017. "Intra- and inter-regional portfolio diversification strategies under regional market integration: Evidence from U.S. global banks," International Review of Financial Analysis, Elsevier, vol. 54(C), pages 1-22.
    5. Demirbag, Mehmet & Glaister, Keith W. & Sengupta, Abhijit, 2020. "Which regions matter for MNEs? The role of regional and firm level differences," Journal of World Business, Elsevier, vol. 55(1).

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