Results
| Model 1 | Model 2 | Model 3 | |||||
|---|---|---|---|---|---|---|---|
| β1: | Brand sales (log) | −0.03 | (0.06) | −0.01 | (0.06) | −0.00 | (0.06) |
| β2: | Market uncertainty | −0.01 | (0.07) | −0.05 | (0.07) | −0.04 | (0.07) |
| β3: | Production partial integrationa | 0.03 | (0.18) | −0.08 | (0.18) | −0.10 | (0.17) |
| β4: | Production full integrationa | −0.39 | (0.30) | −0.34 | (0.29) | −0.34 | (0.28) |
| β5: | Retail partial integrationb | −0.01 | (0.20) | −0.07 | (0.19) | −0.13 | (0.19) |
| β6: | Retail full integrationb | 0.13 | (0.25) | 0.02 | (0.24) | −0.03 | (0.24) |
| β7: | Pursuit of differentiation | 0.52*** | (0.07) | 0.42*** | (0.07) | 0.43*** | (0.07) |
| β8: | Pursuit of cost leadership | −0.01 | (0.06) | −0.01 | (0.06) | 0.00 | (0.06) |
| β9: | Pursuit of focusing | 0.07 | (0.05) | 0.07 | (0.05) | 0.08 | (0.05) |
| β10: | PMO | 0.30*** | (0.08) | ||||
| β11: | PMOC | 0.70*** | (0.16) | ||||
| β12: | POS | −0.29 | (0.22) | −0.33 | (0.30) | ||
| β13: | PMOC × POS | −0.54** | (0.18) | ||||
| β0: | Constant | 1.74* | (0.71) | 1.21 | (0.69) | 2.51*** | (0.75) |
| Target segment dummy | Included | Included | Included | ||||
| Product category dummy | Included | Included | Included | ||||
| F | 4.10*** | 4.78*** | 5.14*** | ||||
| R2 | 0.36 | 0.42 | 0.45 | ||||
| Adjusted R2 | 0.27 | 0.33 | 0.36 | ||||
| ΔR2 over Model 1 | 0.06*** | 0.09*** | |||||
| ΔR2 over Model 2 | 0.03** | ||||||
| VIF (β0–β13) | <1.83 | <1.87 | <5.68 | ||||
| Model 1 | Model 2 | Model 3 | |||||
|---|---|---|---|---|---|---|---|
| Brand sales (log) | −0.03 | (0.06) | −0.01 | (0.06) | −0.00 | (0.06) | |
| Market uncertainty | −0.01 | (0.07) | −0.05 | (0.07) | −0.04 | (0.07) | |
| Production partial integrationa | 0.03 | (0.18) | −0.08 | (0.18) | −0.10 | (0.17) | |
| Production full integrationa | −0.39 | (0.30) | −0.34 | (0.29) | −0.34 | (0.28) | |
| Retail partial integrationb | −0.01 | (0.20) | −0.07 | (0.19) | −0.13 | (0.19) | |
| Retail full integrationb | 0.13 | (0.25) | 0.02 | (0.24) | −0.03 | (0.24) | |
| Pursuit of differentiation | 0.52 | (0.07) | 0.42 | (0.07) | 0.43 | (0.07) | |
| Pursuit of cost leadership | −0.01 | (0.06) | −0.01 | (0.06) | 0.00 | (0.06) | |
| Pursuit of focusing | 0.07 | (0.05) | 0.07 | (0.05) | 0.08 | (0.05) | |
| PMO | 0.30 | (0.08) | |||||
| PMOC | 0.70 | (0.16) | |||||
| POS | −0.29 | (0.22) | −0.33 | (0.30) | |||
| PMOC × POS | −0.54 | (0.18) | |||||
| Constant | 1.74 | (0.71) | 1.21 | (0.69) | 2.51 | (0.75) | |
| Included | Included | Included | |||||
| Included | Included | Included | |||||
| 4.10 | 4.78 | 5.14 | |||||
| 0.36 | 0.42 | 0.45 | |||||
| 0.27 | 0.33 | 0.36 | |||||
| 0.06 | 0.09 | ||||||
| 0.03 | |||||||
Notes:
*p < 0.05, **p < 0.01 and ***p < .001. Standard errors are shown in parentheses. a: baseline, with full outsourcing of production; b: baseline, with full outsourcing of retailing; PMOC: mean-centered PMO
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