Product variety and firm survival in the microcomputer software industry

This article provides an analysis of product variety and scope economies in the microcomputer software industry by using detailed firm‐level and product‐level information on firms' bundling of functionalities over application categories and computing platforms. We find that the management of product variety through the way different application categories are integrated in products and the platforms on which these products are offered can be as important as the significance of scope economies at the more aggregated firm level. Specifically, we find that there is little evidence of firm benefits from economies of scope in production, but there is substantial evidence that products benefit from economies of scope in consumption. In addition, we find that firms with products that encapsulate more application categories perform better, and those with products that cover more computing platforms perform worse. Finally, changes in product variety through new product introductions improve firm performance, but extensions to existing products hinder the performance of the firm and the product. We conclude that research in scope economies can benefit from a more detailed model of the evolution of product variety that includes data and analysis at the firm level and at the product level. Copyright © 2004 John Wiley & Sons, Ltd.     

The Impact of Frictions in Routine Execution on Economies of Scope

Research summary: Based on a detailed database of a beverages producer‐distributor that expanded its product variety by leveraging its logistic network, we show that product diversification generates economies of scope and also higher operational costs. The result is an inverted‐U relationship between variety and productivity: When the firm offers few additional categories, productivity grows, but as the number of categories rises, the costs of executing the operational routines increase rapidly and productivity falls. The negative effect on productivity increases if the added product category is more dissimilar to previous ones, and decreases with learning from operational experience. Our results highlight how frictions at the operational level can limit the benefits of diversification, even in the absence of other sources of diseconomies, such as increased coordination needs. Managerial summary: One of the prevalent reasons for companies to expand to adjacent product lines is attaining economies of scope. However, such growth strategy also generates operational frictions, even if the day‐to‐day routines do not appear to change at all. Product diversity is disruptive for routine execution, as it requires coordination and exception handling, and may ultimately overcome any efficiency obtained from growth. We estimate the relevance of such operational friction using data from a beverages distribution network. When product variety is low, additional categories do generate efficiency, but after reaching a given threshold, friction prevails. We find that operational friction increases when products are more dissimilar, but is attenuated when workers learn from their own and other's experience. Copyright © 2017 John Wiley & Sons, Ltd.     

The sufficiency of product and variable costs for production-related decisions when economies of scope are present

This article examines the usefulness of product and variable costs for pricing, product mix, and capacity expansion decisions when economies of scope are present. A numerical example demonstrates that the sufficiency of product and variable costs are diminished when economies of scope are present, even under economic conditions that are the most conducive for product and variable costs to lead to an optimal decision. Further analysis of production-related decisions with hard constraints indicates that the usefulness of variable costing incorporating the effect of a bottleneck activity is also diminished when economies of scope are present. Since economies of scope are one of the primary conditions necessary for firms to produce multiple products in a competitive economy [Panzar, J., Willig, R., 1981. Economies of scope. American Economic Review 71 (2), 268–272], the findings of this article bring into question the sufficiency of product and variable costs for production-related decisions.     

Tyre price dispersion across retail outlets in the UK

We investigate price dispersion in a retail market (car tyres) characterised by outlets each selling a range of products, some of which are manufactured by their owners. Consumers face substantial price dispersion across outlets even for very tightly defined products. We show that this price dispersion has systematic components relating to retailer-manufacturer interactions. One specific result is that chains owned by manufacturers sell other manufacturers' tyres on average nearly 20% more expensively than do independent stores and over 11% more expensively than their own equivalent branded product.     

Outsourcing induced by strategic competition

We show that intermediate goods can be sourced to firms on the “outside” (that do not compete in the final product market), even when there are no economies of scale or cost advantages for these firms. What drives the phenomenon is that “inside” firms, by accepting such orders, incur the disadvantage of becoming Stackelberg followers in the ensuing competition to sell the final product. Thus they have incentive to quote high provider prices to ward off future competitors, driving the latter to source outside.     

Economies of Scope and Density in the Market for Real Estate Brokerage Services

Using a multiproduct translog cost function, this paper examines the case for economies of scope and density in the market for residential real estate brokerage services. Earlier research that treated output as a homogeneous commodity reported modest economies of scale for this industry. The results of this study suggest that the composition of output is an important source of these scale economies, rather than simply the size of the firm. The economies of scope which we find imply that a balanced mix of listing and sales is the least costly type of operation, a result borne out by the product mix found in our sample. The results also show product-specific diseconomies of scale, suggesting that specialization in either listing or sales may be sub-optimal under the current institutional arrangements present in the market. Finally, market density appears to be, at best, only a nominal source of savings for real estate brokerage firms.     

The influence of competition from informal firms on new product development

Research summary : Existing research describes a broad range of determinants of new product development (NPD), a fundamental competitive activity of firms. A considerable share of this work has occurred in the context of developed economies, raising a concern that some important determinants may remain unexamined. We suggest that one such determinant is competition from informal (unregistered) firms. Drawing from the attention‐based view, we investigate the effects of informal competition on NPD in a large sample of firms located across Eastern Europe and Central Asia. We examine not only the direct effect but also how this effect is moderated by characteristics of the competitive and institutional context. Managerial summary : The purpose of this research is to examine the relationship between competition from informal (unregistered) firms and new product development (NPD) by formal firms. We argue that NPD is an effective response to differentiate from informal firms, and our analyses of over 9,000 firms located in emerging economies across Eastern Europe and Central Asia indicate that NPD activities are more likely in formal firms who rate informal competition as a greater obstacle. The strength of this direct relationship depends on aspects of the competitive and institutional environment: it is weakened when levels of competition from other formal firms are higher, when alternative responses such as corruption are more available, and when managers are more optimistic about the regulatory environment. Copyright © 2016 John Wiley & Sons, Ltd.     

On the sources of scope economies in U.S. manufacturing firms

This paper tests hypotheses on the sources of scope economies in a large sample of U.S. manufacturing firms. Federal Trade Commission Line of Business data are used to construct a new measure of scope economies that is appropriate for cross-section data. The measure and the LB data are capable of distinguishing between production and distribution economies of scope. In general, the results indicate that sharing assets is not important and that some sources of production scope economies may also be sources of diseconomies in multiproduct promotion, and vice versa. Implications for merger policy are briefly discussed.     

中国商业银行规模经济与范围经济的实证分析

本文通过对中国商业银行1996年到2001年的经营情况进行实证分析，估算出各家银行的规模经济系数和范围经济系数，发现大部分商业银行规模不经济而范围经济，规模不经济的程度与银行资产规模呈正相关关系，股份制商业银行的范围经济系数高于国有商业银行的范围经济系数，范围经济与银行资产规模没有必然的联系。在此基础上，本文提出了相应的政策主张。     

Inter‐temporal economies of scope,organizational modularity,and the dynamics of diversification

The question of whether corporations add value beyond that created by individual businesses has engendered much debate in recent years. Some of this debate has focused on the pros and cons of related vs. unrelated diversification. A standard explanation of the benefits of related diversification has to do with the ability to obtain intra‐temporal economies of scope from contemporaneous sharing of resources by related businesses within the firm. In contrast, this paper deals with inter‐temporal economies of scope that firms achieve by redeploying resources and capabilities between related businesses over time, as firms exit some markets while entering others. The transfer of resources due to market exit distinguishes our treatment of inter‐temporal economies of scope from standard intra‐temporal economies of scope. In addition, these inter‐temporal economies can benefit from a decentralized and modular organizational structure. This ability to obtain inter‐temporal economies of scope via organizational modularity and recombination suggests that corporations do not necessarily need a high degree of coordination between business units in order to benefit from a strategy of related diversification. Copyright © 2004 John Wiley & Sons, Ltd.     

Intra‐industry diversification and firm performance

We study how intra‐industry product diversity affects firm performance by analyzing the implications of expanding a firm's product line within its core business. We conjecture that increases in product diversity initially undermine performance because of negative transfer effects but then improve it due to economies of scope. We further theorize that this U‐shaped effect of product diversity becomes more pronounced as the firm increases the intensity of its technology investment, yet is likely to be attenuated by the firm's accumulated experience with intra‐industry diversification. Data on 156 U.S.‐based software firms operating from 1990 to 2001 furnish support for these conjectures. Our study advances emerging research on intra‐industry diversification by underscoring some of its contingent performance effects. Copyright © 2013 John Wiley & Sons, Ltd.     

The strategic management of re-innovation

Abstract
Most studies of the management of the technological innovation process cover the range of activities that culminate in the commercial introduction of a new product. In certain sectors of industry, however, especially those characterised by extended product lifecycles, continued competitiveness depends on vigorous and continuous product improvement, i.e. on the process of 're-innovation' to satisfy evolving user requirements. Ongoing research at SPRU has investigated the process of re-innovation in a number of industry sectors, and the paper presents material relating to two of the characteristic patterns of re-innovation identified in this research.
The first characteristic pattern is re-innovation combining the existing with the new. Two brief case studies are presented. In both cases, the manufacturer and customer gained significant benefits from this re-innovation strategy. For the manufacturer there were reduced development and testing costs, scale and learning curve benefits, distributed inventories of spares and servicing experience. For the customer there were familiarity benefits and reduced entry risks associated with proven reliability of parts and sub-systems.
The second, and more general pattern of re-innovation is based on the concept of the 'robust design'. This is a basic design which has sufficient inherent technological slack or flexibility to enable it to evolve into a significant design family of variants. Product design families offer the producer economies of scale in R&D, manufacturing, marketing and sales and servicing. They offer the user learning from experience, the enhanced possibility of user-inspired modifications, a wider range of price/ performance packages and rapid adaptations to changing environments. Robust designs can effectively combine economies of scale with economies of scope; they are strategically more flexible than leanly configured designs which satisfy only transient user requirements.     

Firm entry and firm growth

This paper reports on the importance of firm entry and growth flows in Portuguese manufacturing during the period 1982–86, and investigates their determinants. We find that both movements are induced by past profitability and deterred by economies of scale, product differentiation and sunk costs. The analysis does not reject the hypothesis that the determinants of firm entry and growth are quantitatively the same, thereby giving some support to the hypothesis that entry and expansion are close substitutes in absorbing industry excess profits, and that the choice between them does not depend on the height of the entry/mobility barriers.     

Experience and scale and scope economies: trade‐offs and performance in development

This paper examines how knowledge created by firm experience (learning economies) and scale and scope economies affect performance in firms' development activities. The empirical results suggest that each factor has a significant effect on development performance. Moreover, knowledge that results from greater experience within a particular technological area, when combined with knowledge spillovers from greater scope in other technological areas, significantly improves development performance. The results suggest that experience shapes and facilitates firms' abilities to absorb knowledge spillovers. Our empirical findings thus provide a more nuanced examination of the drivers of performance and have implications for the management of firms' development activities. Copyright © 2006 John Wiley & Sons, Ltd.     

Production costs, scope economies, and multi-client outsourcing under quantity competition

Two game models are developed based on production costs and scope economies to investigate the widely observed multi-client outsourcing (MCO) phenomenon. Analytical results demonstrate that outsourcers’ high in-house production costs and the advantage of scope economies motivate firms to outsource collectively to an independent vendor. Under certain conditions, if both firms make their outsourcing decisions simultaneously, collective outsourcing is one of the two equilibria; if both firms make decisions sequentially, collective outsourcing becomes the unique equilibrium. Furthermore, the comparative statics of the critical degree of scope economies are examined for the occurrence of MCO with regard to diverse market parameters. Finally, it is proved that market prices decrease as the degree of scope economies increases when MCO occurs. This research helps explain some widely observed phenomena such as malls, supply chain cities, and the China price.     

Biases in demand analysis due to variation in retail distribution

Aggregate demand models typically assume that consumers choose between all available products. Since consumers may be unwilling to search across every store in a given market for a particular item, this assumption is problematic when product assortments vary across stores. Using supermarket scanner data for five product categories we demonstrate that approximately one third of products have limited retail distribution, which account for one fourth of dollar sales. Monte Carlo analysis demonstrates that the level of limited product availability observed in the data can significantly bias the results of aggregate demand models that incorrectly assume all consumers in a given market face the same choice set.     

新兴经济大国中间产品创新驱动全球价值链攀升——基于中国经验的解释

本文在全球价值链分工框架下,基于中国的实践,提出新兴经济大国中间产品创新驱动全球价值链攀升的机制与路径,即利用低成本的比较优势获取发达经济体中低端中间产品外包,通过国内生产体系的规模经济与范围经济,引致国内中间产品的创新,实现进口替代,进而引发技能偏向性技术进步以及来自发达经济体的知识溢出与研发合作。上述机制共同推动着中国向全球价值链高端持续攀升。实证检验发现,中国制造业中间产品创新对全球价值链分工地位的影响存在显著的滞后效应和累积效应,对间接出口国内附加值率的提升作用、对高技术制造业的促进作用更明显;进口技术溢出对中国制造业全球价值链攀升有一定的负向效应,但随着中间产品创新能力的不断提升,负向效应明显下降;在向全球价值链高端攀升的过程中,随着中国制造业高技能劳动力和本土市场规模的不断增长,中间产品创新对全球价值链攀升的正向影响增强。本文的政策含义是,持续深化对外开放,尤其是促进创新、知识和科技服务贸易自由化;提高国内创新体系效率;扩大高技能劳动力教育供给与国际研发合作;提高国内中间产品R&D投入强度,逐步降低对G5发达经济体中间产品的依赖,释放国内巨大市场规模的效应,持续推动中国制造业向全球价值链高端攀升。     

Economies of Scale and Scope in Australian Telecommunications

This paper employs a composite cost function toexamine the cost structure of Australian telephoneservices. The composite cost model combines thelog-quadratic input price structure of the translogmodel with a quadratic structure for multiple outputs. Quadratic output structures permit the measurement ofeconomies of scale, economies of scope, andsubadditivity without prejudging their presence. Model estimates, on Telstra system data from 1926 to1991, show that the production of Australian telephoneservices exhibits economies of scope but no rayeconomies of scale.     

On the diffusion of electronic commerce

This paper analyzes retailers' adoption of e-commerce in a technology adoption race framework. An internet-based firm with no traditional market presence competes with an established traditional firm to adopt the e-commerce technology and sell to a growing number of consumers with on-line shopping capability. The focus of the analysis is on identifying how consumer loyalty, differences in firms' technology and consumers' preferences for the traditional versus the virtual market, and the expansion in market size made possible by the internet can affect the timing and sequence of adoption by firms, as well as the post-adoption evolution of prices. The model's implications are used to discuss empirical evidence on adoption patterns for different product categories and firm types.     

Creating or destroying value through mergers and acquisitions: A marketing perspective

A majority of mergers and acquisitions are horizontal, combining companies within the same industry. They are most frequently motivated by a desire to achieve revenue and profit growth through market expansion or by adding new product lines, with cost efficiencies being a secondary agenda. However, the modest body of literature on post-merger performance using marketing metrics indicates that marketing objectives such as sales revenue and market share growth are rarely achieved. This paper reports on a detailed study of 45 M&A deals undertaken to develop a deeper understanding of how marketing performance is affected by mergers and acquisitions. Our results show that marketing performance improved along two dimensions — sales revenue growth, and a reduction in selling, marketing and administrative costs as a percentage of sales revenue, suggesting the realisation of synergies in these areas — economies of scale and scope. However, these benefits did not follow through into better returns on sales suggesting that the marketing cost economies are not sufficient to outweigh cost diseconomies in other parts of the business.