资料综合多样化dbss.pdfVIP

Diversification(DBSS)

这一部分中，我觉得主要是看2和3，我觉得从比较大的角度上来看，会出的问题只有

两个，一个是reason，一个就是diversify后的performance.

1.Whatisdiversification:forsimpleisthatfirmsproducefor

numerousmarkets.Throughdiversificationwithintheirareasof

businessfirmshopetoreducecostsandimprovemarketeffectiveness

byexploitingeconomiesofscaleandscope.(我个人觉得呢，这个和

segmentation的区别在于，diversification使公司的产品多样化，，而

segmentation在于使一个特定的产品适应于一个特定的targetcustomer

market.)Therearetwotypesofdiversifications:1.Related

diversification,2)unrelateddiversification.(这个肯定不会单独考，所以只

要了解就好.)

2.Reasonfordiversification

•Efficiency-basedReasonsBenefits!

Toachieveeconomiesofscaleandscope.

ThomasBrushsupportstheplausibilityofscaleand

scopeeconomiesasastartingpointfor

understandingtheperformanceofdiversifiedfirms.

Hisanalysisfoundthatgainpectedfrom

mergeweresubstantial.

EdithPenrpose(afounderoftheresource-based

viewoffirm)arguesthatscopeeconomiescan

comefromspreadingafirm’sunderutilized

organizationalresourcestonewareas.Similarly,

Prahaladandtissuggestthatmanagersof

diversifiedfirmsmayspreadtheirownmanagerial

talentacrossnominallyunrelatedbusinessareas

(Calleddominantgeneralmanagementlogic).

Economizingontransactioncosts