Impact of brand diversification on firm performance: a study of restaurant firms

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In spite of varying brand portfolio strategies employed by restaurant firms in response to the constant growth of the restaurant industry, research on the effect of brand diversification on the performance of restaurant firms has been rare. This study examines the impact of the degree of brand diversification among sampled publicly traded US restaurants. The results show a consistent, significant and negative effect from the degree of brand diversification on the performance of the sampled restaurant firms. The authors' investigation suggests that restaurant managers, when implementing a brand diversification strategy, should consider the firm's scale, sales efficiency, general and administrative expenses, franchising strategy and positioning of brands.
Publisher
I P PUBLISHING LTD
Issue Date
2011-08
Language
English
Article Type
Article
Keywords

RESEARCH-AND-DEVELOPMENT; CORPORATE DIVERSIFICATION; MARKET VALUE; TOBINS-Q; PORTFOLIO; STRATEGY; BEHAVIOR; EQUITY

Citation

TOURISM ECONOMICS, v.17, no.4, pp.885 - 903

ISSN
1354-8166
DOI
10.5367/te.2011.0059
URI
http://hdl.handle.net/10203/101598
Appears in Collection
MT-Journal Papers(저널논문)
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