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Diversification and Firm Performance:
Exploring the Moderating Effects of
Information Technology Spending
T. Ravichandran, Yu Liu, Shu Han, and Iftekhar Hasan
T. Ravichandran is an Associate Professor in the Lally School of Management and
Technology at the Rensselaer Polytechnic Institute (RPI). His research expertise and
interests are strategic implications of IT, electronic markets, innovation diffusion and
assimilation, and organizational renewal and growth through innovation. His research
in some of these areas has been funded by grants from the National Science Foundation, Ministry of Education, Singapore, John Broadbent Endowment for Research
in Entrepreneurship, and Pontikes Center for the Management of Information. His
research has been published in academic journals such as Communications of the ACM,
Decision Sciences, European Journal of Information Systems, IEEE Transactions
on Engineering Management, Information Technology and Management, Journal of
Management Information Systems, Logistics Information Systems, and MIS Quarterly.
He currently serves as an associate editor of Information Systems Research, department editor of IEEE Transactions on Engineering Management, and senior editor
of Information and Management. In the recent past, he has served as a member of
the editorial review board of IEEE Transactions on Engineering Management and
associate editor of MIS Quarterly. He has also served as a guest editor for the ACM
Database for Advances in MIS.
Yu Liu is a Ph.D. candidate in the Lally School of Management and Technology, Rensselaer Polytechnic Institute. His research interests include strategic implications of IT,
IT investing behavior, and the interplay between IT strategy and corporate strategy
such as diversification and alliances. His research has been published in the proceedings of the Hawaii International Conference on System Sciences, the Decision Science
Institute annual conference, and Information Technology and Management.
Shu Han is an Assistant Professor of Information Systems at the Sy Syms School of
Business, Yeshiva University. She earned her Ph.D. in MIS from Rensselaer Polytechnic
Institute. Her areas of research include economies of IT, role of IT in firm innovation,
and product/service strategy of IT vendors.
Iftekhar Hasan is the Cary L. Wellington Professor of Finance at the Rensselaer
Polytechnic Institute. His research interests are in the areas of corporate finance,
investment banking, and capital markets. He has published numerous articles in reputed academic journals. Professor Hasan serves as an associate editor for a number
of journals such as the Journal of Money, Credit, and Banking, Journal of Banking
and Finance, Journal of International Money and Finance, and serves as an editor of
the Journal of Financial Stability.
Journal of Management Information Systems / Spring 2009, Vol. 25, No. 4, pp. 205–240.
© 2009 M.E. Sharpe, Inc.
0742–1222 / 2009 $9.50 + 0.00.
DOI 10.2753/MIS0742-1222250407
206
Ravichandran, Liu, Han, and Hasan
Abstract: A large body of research has examined the performance effects of diversification. However, these results have been mixed, and scholars have called for
examining contingencies under which the effects of different types (related, unrelated,
geographic) and levels of diversification on performance vary. This study attempts
to fill this gap in the literature by arguing that examining the performance effects of
diversification is incomplete without taking into consideration the firm’s information
technology (IT) spending. We posit that IT, by enabling coordination and control in
firms, is likely to moderate the relationship between diversification and performance.
Combining arguments from both resource-based view and the organizational controls
literature, we theorize about the moderating effects of IT spending under different
types and levels of diversification. Using data from large U.S. manufacturing firms,
we test our research hypotheses. Our results indicate that while IT spending interacts
with related diversification to have a positive effect on firm performance, similar interactions with unrelated diversification do not have any effects on firm performance.
Furthermore, the interaction between IT spending and geographic diversification is
positively associated with performance only when the level of geographic diversification is low. We interpret and discuss these results and highlight the theoretical and
practical implications of our findings.
Key words and phrases: business synergy, coordination and control, firm diversification, information technology, IT business value.
Organizations both small and large have witnessed a sustained period of change
in the past two decades in their form, structure, and scope. Many new organizational
forms such as networked organizations and virtual corporations have emerged while
firms’ scope or boundaries also seem to be changing. Interest in firm scope can be
traced back to Coase’s [30] work on property rights. Referred to as the boundary that
confines a firm’s businesses, firm scope and its interplay with other organizational
factors have been an intriguing research subject. Among other factors, information
technology (IT) has been credited with enabling changes in firms’ scale and scope [50].
The causal relationship between IT investments and firm scope (e.g., diversification
and vertical integration) has been the focus of scholars in the information systems
(IS) field who have used transaction costs economics to study the impact of IT on firm
boundaries (see, e.g., [17, 36, 50, 60, 82]).
The performance effects of changes in firm diversification have been extensively researched in the strategy and finance literature. The literature on diversification has been
focused on the economic rationale behind the diversification–performance relationship.
Depending on whether the new business is similar or related to existing businesses,
firms may diversify into related markets or unrelated markets. Related diversification
is believed to lead to better performance than unrelated diversification because the
former leverages significant business synergies while the latter suffers from agency
costs and inefficient resource allocation [3, 85]. Although the extant literature in this
area is quite rich both theoretically and empirically, the empirical findings have not
been consistent. Accordingly, diversification researchers have suggested and used a
Exploring the Moderating Effects of Information Technology Spending
207
contingency perspective to scrutinize the diversification–performance link [32]. More
recent studies have successfully explored contingencies such as home country environments [128], institutional environments [21], human capital [62], and managerial
policies to maintain organization slack [43], thus supporting the contingency view of
the diversification–performance linkage.
Despite the inconclusive findings, diversification has been an effective firm strategy
for growth. Managing diverse businesses, however, presents a great challenge to top
managers. To ensure the competitiveness of their firms, managers have realized that
changes in organizational factors such as structures and control arrangements must
take place to fit diversification strategies. Such coadjustments not only are necessary to
realize the benefits of diversification, but also lead to unique strategic combinations that
are difficult for competitors to imitate. Besides, firms may also need to adjust certain
corporate spending to the diversification strategy. For example, multibusiness firms
outperform single-business firms when the former have a large research and development (R&D) expenditure [87], and related diversifiers spend more on R&D than do
unrelated diversifiers [8, 67]. Like R&D, IT spending represents an important expenditure to be decided by corporate managers. Since previous research has shown that
non-IT factors account for 50 percent of IT-enabled productivity enhancements [15],
it is imperative to examine the context in which the IT expenditure occurs. Validated
research findings, therefore, are needed to offer guidelines to corporate managers as
to how IT spending should be adjusted to support a specific diversification strategy.
If synergy is the principal motive and reason for firms to diversify [125, 126], then
we may expect IT spending to have a significant role enabling such synergies because
they build the firm’s coordinative capability and lower transaction costs. Recent studies
in the IS literature have posited and found that IT reduces internal coordination costs
[36, 60, 61], enables effective knowledge transfer across business units, and generally
helps create synergies across business units [123]. These factors underpin the rationale
for the diversification–performance relationship. Moreover, studies have also found
that IT could impact the control systems in firms [4], which also have implications
for the effectiveness with which diversified firms could be managed. Thus, it could be
argued that examining performance effects of diversification in contemporary organizations is somewhat incomplete without considering the effects of IT; that is, the effect
of diversification on performance could be different with and without appropriate IT
spending. This study adds value to the IS and strategy literature by theorizing and
providing empirical evidence that IT spending enhances the performance effect of
certain diversification strategies but not others.
Critical Review of Firm Diversification Research
In this section, we provide a detailed review of past research on the diversification–
performance relationship, identify gaps in this literature, and thereby set the stage for
the work done in this paper. Firm diversification has received attention from strategy
and finance scholars who have been interested in understanding whether diversification
leads to improved firm performance. In recent years, the diversification–performance
208
Ravichandran, Liu, Han, and Hasan
research has shifted from focusing on the relative performance of diversified and
undiversified firms to a more fine-grained focus on the performance differences between unrelated and related diversifiers [97]. While the unrelated–related diversification dichotomy focuses largely on product diversification, for decades international
management scholars have been exploring the competitive effects of international
diversification as well [65]. The remaining part of this section will discuss product
diversification and geographic diversification, respectively, with respect to their
implications for firm performance. Table 1 summarizes the relevant literature on
diversification–performance research.
Performance Effects of Product Diversification
Product diversification, the extent to which a firm operates in multiple and disparate
product markets [65], has been extensively studied by strategic management researchers who often emphasize the benefits from diversification into related businesses. A
recent review by Palich et al. [97] summarizes these studies by suggesting a curvilinear
relationship between firm performance and the nature and level of diversification.
Compared with single-business firms, firms engaging in related diversification are able
to exploit synergies across product units by consolidating business activities in manufacturing, marketing, raw material purchases, and R&D, and thus achieve both scale
and scope economies [3, 107]. For example, at Texas Instruments, defense electronics,
semiconductors, and computer businesses share R&D activities and manufacturing
facilities in an attempt to leverage efforts across units and gain necessary efficiencies
[97]. In addition to improved learning curve efficiencies, intrafirm product/process
technology diffusion [6] and enhanced market power [3] are also argued as the benefits
associated with related diversification. In the long term, it is expected that related or
moderate diversifiers will outperform their single-business counterparts and seize a
better competitive position in the market. Nonetheless, as the diversification degree
increases, the associated costs also escalate. Coordination costs with higher levels
of diversification can increase significantly when the diversified firm has tapped into
businesses that have little in common. The top management in unrelated diversifiers
often has little firsthand knowledge of the operating affairs of a particular division’s
industry, technology, or geographic region [37], further impeding coordination efforts.
As a result, the marginal cost of diversification increases rapidly as it hits high levels,
and one could conclude that firms experience some optimal level of diversification
[97]. These arguments lead to the inverted U‑shaped relationship between firm diversification and performance.
The mixed empirical evidence on the effect of diversification on performance casts
doubt on the direct relationship between the two. Scholars have frequently reported conflicting results regarding whether and how diversification strategies are associated with
firm performance. There is evidence that focused firms actually outperform diversified
firms when performance is measured by Tobin’s Q [130]. Also, related diversifiers do
not necessarily outperform unrelated diversifiers [96]. Alternative theoretical explanations [93], measurement issues [104], and incomplete model specifications [32] all
Economic rationale
Management issues
Empirical findings
Geographic diversification
Scale and scope economies
Transaction costs [62]
Positive performance effects
[61, 73]
Cross-subsidization [34] [33, 44]
Exploiting distinctive firm
Negative performance effects
capabilities globally [17] [23, 24, 25, 28]
Functioning as financial
An inverted U-shaped
intermediaries [39, 40] relationship with
performance [62]
Product diversification
Synergies [3] or scope
Coordination costs [95]
Positive performance effects
economies [94, 105]
Agency problems [83] [82, 105]
Technology diffusion [6]
Inefficiency in resource
Negative performance effects
Market power [90, 91] allocation [99, 109] [3, 74, 94]
An inverted U-shaped
relationship with
performance [44]
Type of diversification
Table 1. Summary of Studies on Diversification and Performance
Exploring the Moderating Effects of Information Technology Spending
209
210
Ravichandran, Liu, Han, and Hasan
account for the inconclusiveness of empirical findings. Perhaps most importantly, the
process to realize diversification benefits is not costless. Relatedness exploitation, for
example, is subject to inefficiencies arising from governance costs, incentive degradation, and bureaucratic distortions [97]. Until managers can effectively attend to these
problems, the benefits from diversification may not readily materialize.
Unlike strategy researchers, finance scholars in general view diversification as a
value-decreasing strategy.1 As Martin and Sayrak [85] summarized, a consensus among
finance researchers is that corporate diversification destroys shareholder value [31, 86,
110, 116, 118]. Evidence includes that diversified firms tend to have lower Tobin’s
Q [76, 130], that they trade at discounts of up to 15 percent when compared to the
value of a portfolio of comparable stand-alone firms [9], and that the stock market
reacts favorably to increases in corporate focus [31]. Diversification allows firms to
pool cash flows from divisions and reallocate cash to divisions in accordance with
financial criteria, thereby setting up an internal capital market [106]. The access to
an internal capital market, however, may provide managers a greater opportunity to
overinvest because of excess or free cash flow, while being diversified makes it even
more difficult to resolve the agency problem using equity participation [85]. Recent
work [101, 111] has suggested that conglomerates may sell at a discount as a result
of lower efficiency in resource allocation and not necessarily agency problems, as
resources can flow toward the most inefficient division leading to less firm value. To
sum up, corporate diversification is believed to be market inefficient because it runs
against one of the oldest ideas in economics that specialization is productive [86].
Performance Effects of Geographic Diversification
Geographic diversification is defined as expansion across the borders of regions and
countries into different geographic locations or markets [65]. A firm can gain abovenormal returns by exploiting its firm-specific assets, especially intangible ones, in
global markets [18], and the exploitation is further reinforced by imperfections found
in markets for trading of these assets [34]. Empirically, Morck and Yeung [94] found
that the degree of impact of geographic diversification is proportional to R&D and
advertising expenditures, therefore supporting this internalization theory that the value
of multinationality comes from intangible assets. Their finding is consistent with
Mishra and Gobeli [88], who found that the combined effects of R&D expenditure
and multinationality on market valuation are positive. Errunza and Senbet [40, 41]
theoretically and empirically showed that multinational corporations (MNCs) experienced a positive valuation effect relative to purely domestic firms because of their role
as financial intermediaries. MNCs provide investors who face differential cost barriers
to direct holdings of assets across national boundaries with international portfolio
diversification services. Benefits of geographic diversification could also be ascribed
to scope and scale economies [75], improved market power, the spread of risks across
international markets, and the ability to source lower-cost factor inputs [74].
However, geographic diversification does bear some significant costs as well. Finance
scholars suggest that global diversification may have value-reducing effects because
Exploring the Moderating Effects of Information Technology Spending
211
it can also lead to cross-subsidization of less profitable business units [35]. Some
empirical studies have shown that capital markets penalize corporate multinationality by putting a lower value on the equity of multinational corporations [29], and this
negative valuation effect has been consistent over the last two decades [24, 25, 26].
More recently, Lepetit et al. [77], in an event study, found that in general the market
responds positively to geographic specialization type of mergers and acquisitions.
Higher geographic dispersion substantially increases transaction costs and managerial
information-processing demands [64], and as these costs outweigh the benefits, the
effect on firm performance becomes negative. As an attempt to reconcile the conflicting empirical findings, Hitt et al. [65] proposed an inverted U‑shaped relationship
between international diversification and firm profitability. It is interesting to observe
the similarity in the effects of both geographic and product diversification on firm
performance. Arguably, many of the costs associated with product diversification—
coordination difficulties, information asymmetry, and incentive misalignment between
headquarters and divisional managers—also apply to geographic diversification [80].
As Palich et al. observed, “This indicates increasing advantages as both product and
global diversification rise, but it also demonstrates the negative utility of these activities beyond some optimal level of diversity” [97, p. 169].
In summary, while a large body of research has examined the performance effects of
firm diversification, a key gap in this literature stream is the limited attention paid to
how IT could affect the relationship between diversification and performance. ...
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