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Revisiting the ‘concentration vs spreading debate’: Perceived risk and strategic flexibility in decision-making regarding an unanticipated environmental market disruption

journal contribution
posted on 05.07.2021, 13:27 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.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Strategic Marketing

Publisher

Taylor & Francis (Routledge)

Version

AM (Accepted Manuscript)

Rights holder

© Taylor & Francis

Publisher statement

This 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.

Acceptance date

02/07/2021

Publication date

2021-08-02

Copyright date

2021

ISSN

0965-254X

eISSN

1466-4488

Language

en

Depositor

Dr James M. Crick. Deposit date: 3 July 2021