The Product Diversification Strategies and Performance: the case of Brazilian Public Companies

• Autor(a) principal: Grzebieluckas, Cleci
• Data de Publicação: 2012
• Outros Autores: Marcon, Rosilene, Alberton, Anete
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: RAM. Revista de Administração Mackenzie
• Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/1602
• topic: Diversification; Product Diversification; Performance; Strategy; Brazilian Firms; Diversificación; Diversificación de productos; Desempeño; Estrategia; Empresas Brasileras; Diversificação de Produtos; Desempenho; Estratégia

This research investigates the relationship between product diversification and performance of public firms in Brazil from 2001 to 2005. The sample comprised a total of 168 Brazilian companies with information in the Report of Annual Information (IAN), which is sent annually to the Comissão de Valores Mobiliários (CVM). The companies were divided in three groups according to their product diversification strategies: single product, moderately diversified and highly diversified firms.  We used two statistical techniques: multiple regression and analysis of variance (ANOVA). In the first technique, multiple regression, three statistical models, with three regressions each one (different performance measures), were generated: single product versus moderately and highly diversified (Model I); single product versus moderately diversified (Model II) and single versus highly diversified (Model III) in order to verify the influence of product diversification (DIVER) on performance, in different companies groups. The variance analysis was accomplished with the purpose of verifying differences in the averages of the performance among the strategic groups. For the regressions DIVER didn't present statistical significance in none of the models. In all models the variable END was negative and statistically significant at 5% when used as a performance measure ROA. The variables CRESV and TAM were positive and statistically significant in all models. The RISK variable is positive and statistically significant when related to performance measurement ROAOP in all models. As for ANOVA, the strategic groups didn't present significant differences in none of the variables, as much of performance as of control. Already the firms highly diversified presented larger operational profitability, while the group moderately diversified presented smaller leverage.