The Influence of Adjacency Expansion of Core Product on Product Performance─ A Case Study of Hewlett-Packard Co. (1984-2000)
| Autor: | Juei-Kuo Shu, 舒瑞國 |
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| Rok vydání: | 2014 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 When the firm is seeking for expanding opportunities, adjacency expansion is a superior choice regarding success rate and financial investment returns. However, the literature research was focused on adjacency expansion approach itself. The main purpose of these approaches are further expanding the core products or businesses to different customer segment and various applications, further to expanding market scales. It was lack of focus or explored when performing an adjacency expansion strategy; from resource-based view of how to enable the firm to have a sustainable competitive advantage. This would be this study major focus and concentrate area. The main purpose of this study was to develop a conceptual research framework, to further explore, when implementing adjacency expansion strategy, there were two important factors from resource-based view, play a crucial role for moderating the relationship between core product performance and adjacency expansion strategy with positively influences. Base on this framework, an empirical longitudinal study on Hewlett-Packard Co. imaging and printing group (IPG) business unit in 1984—2000 period. To investigate when IPG business unit implementing the adjacency expansion strategy, with the two crucial factors (i.e. valuable and rare resources) positively influence to achieve IPG core products outstanding product performance, the remarkable annual average growth rate was 32 percent. This study based on the conceptual research framework, and related research literatures. Further observed the results of this study’s findings, to develop the six propositions which were supported by this study, as follows: 1) The more the customer segment is refined, the more core product performance improves; 2) The more technology meets key customer needs, the more core product performance improves; 3) The more consumable and follow on products are developed, the more core product performance improves; 4) The more the core product marketplace is re-conceptualized, the more core product performance improves; 5a) Valuable resources positively moderate the relationship between core product performance and the characteristics of adjacency expansion, including the core product of refining customer segment, meeting customer needs, developing consumables, follow on products, and re-conceptualizing products marketplace; 5b) Rare resources positively moderate the relationship between core product performance and the characteristics of adjacency expansion, including the core product of refining customer segment, meeting customer needs, developing consumables, follow on products, and re-conceptualizing products marketplace. Keywords: adjacency expansion approach, refine customer, re-conceptualizing product marketplace, valuable resources, rare resources, resource-based view, Core product performance. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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