The effects of industry growth and strategic breadth on new venture performance and strategy content
The effects of industry growth and strategic breadth on new venture performance and strategy content
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DOI：
10.1002/smj.4250150704
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发表时间：
1994-09
影响因子：
1.1
通讯作者：
P. P. McDougall-P.;J. Covin;R. Robinson;L. Herron
中科院分区：
文献类型：
--
作者：
P. P. McDougall-P.;J. Covin;R. Robinson;L. Herron
123 个独立新企业的样本被分为四个行业增长/战略广度类别。高增长的行业环境为新企业实现销售增长提供了有利的环境；然而，在高增长行业中推行广泛战略的新企业表现出最高的销售增长率。单向方差分析和对比测试也用于确定特定战略变量在四个行业增长/战略广度组合中是否存在变化。与进入低增长行业的企业相比，高增长行业的新企业选择进入规模更大、规模更大、更注重新产品开发。广泛战略企业的广告和促销费用水平较高，并且更加重视高层管理团队中营销专业知识的主导地位、开发新的分销渠道以及品牌知名度。追求集中战略的企业强调特色产品，而不太注重成本。
A sample of 123 independent new ventures was classified into four industry growthlstrategic breadth categories. High growth industry environments were found to provide a favorable environment for new ventures to achieve sales growth; however, the highest sales growth rates were exhibited by new ventures pursuing broad breadth strategies in high growth industries. One-way ANOVA and contrast tests were also used to identify whether specific strategic variables varied across the four industry growth/strategic breadth combinations. New ventures in high growth industries chose to enter on a larger, more aggressive scale and placed more emphasis on new product development than those entering low growth industries. Broad breadth strategy ventures had higher levels of advertising and promotion expenses and placed greater emphasis on the dominance of marketing expertise in their top management team, developing new channels of distribution, and on brand name recognition. Ventures pursuing focus strategies emphasized specialty products and were less cost conscious.