How do firm-specific, demand-related factors influence the relationship between intra-industry diversification (IID) and performance? Recent findings regarding the performance effects of IID depict a complex picture with curvilinear relationships and several contingencies. However, firm-specific contingencies on the demand side have remained unexplored. We analyze how IID relates to firm performance (market share) in the German automotive industry using panel data between 1999 and 2008. We specifically focus on a firm’s high-quality brand image as a demand-side contingency. We find support for our hypotheses of complex curvilinear relationships as well as for moderating effects of brand quality. Our results have significant theoretical implications for the IID literature.

中文翻译：

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需求侧特定企业突发事件下的行业内多元化效应

企业特定的、与需求相关的因素如何影响行业内多元化 (IID) 和绩效之间的关系？最近关于 IID 性能影响的发现描绘了一幅复杂的图景，其中包含曲线关系和几个偶然事件。然而，需求方面的特定于公司的突发事件仍未得到探索。我们使用 1999 年至 2008 年间的面板数据分析了 IID 与德国汽车行业公司业绩（市场份额）的关系。我们特别关注公司的高质量品牌形象，作为需求方的意外事件。我们发现支持我们关于复杂曲线关系的假设以及品牌质量的调节效应。我们的结果对 IID 文献具有重要的理论意义。