JSM 2021 R2 Concentration vs Spreading with Authors.pdf (475.78 kB)
Revisiting the ‘concentration vs spreading debate’: perceived risk and strategic flexibility in decision-making following an unanticipated environmental market disruption
journal contributionposted on 2023-06-08, 13:55 authored by Jim Crick, David Crick
Managing risk is an important aspect of owner-managers’ decision-making; however, the impact of major environmental market disruptions remains largely under-researched. Underpinned by an effectuation lens, this study examines decision-making associated with the ‘concentration versus spreading debate’ (focusing on a single or limited number of product-market strategies rather than diversifying across a variety of product-markets). The context features post natural-disaster recovery strategies following a high magnitude earthquake that immediately ended firms’ sales within their local proximity. The study employs a longitudinal qualitative research design involving 16 smaller-sized wine producers in the Canterbury/Waipara Valley cluster of New Zealand, illustrating different degrees of strategic flexibility among owner-managers. Unique insights offer varying ‘how and why’ perspectives into decision-making regarding the extent to which product-market strategies differed across core and augmented product portfolios and geographic markets prior to and following the disruption caused by the unanticipated natural disaster.
- Business and Economics
Published inJournal of Strategic Marketing
PublisherTaylor & Francis
- AM (Accepted Manuscript)
Rights holder© Taylor & Francis
Publisher statementThis is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 02 Aug 2021, available online: http://www.tandfonline.com/10.1080/0965254X.2021.1954069.