1. Introduction
The role of strategic choice in terms of diversification [
1] on organizational performance has been extensively researched in the literature [
2,
3,
4,
5]. However, despite being the subject of many empirical studies, it requires additional empirical tests [
6] due to the diversity of results [
7] and lack of consensus [
6,
7,
8].
This paper focuses on Small and Medium sized Enterprises (SMEs) and their increasingly more international strategies [
9], seeking to use concepts from various scientific disciplines such as econophysics and finance [
10,
11,
12,
13], in a similar way with other authors [
14,
15], to assess organizational performance [
16] in connection with diversification as a strategic choice employed by entrepreneurs.
A number of studies argue on the necessity to further investigate not only the diversification–performance relationship but also its moderating factors [
17,
18,
19]. In line with this, our study aims to analyse the relationship between strategic choice in terms of diversification and organizational performance in a specific context, in our case Romanian SMEs operating in the garments and fabrics industry, while considering a moderating factor, family involvement. By including the family involvement, we seek to assess if the impact of this moderating factor affects strategic choice and eventually organizational performance in family-owned SMEs.
Various scholars argue that family involvement may significantly influence strategic decisions of entrepreneurs [
3,
7,
20,
21,
22,
23] toward product diversification [
24,
25]. Still, there is little knowledge on whether the organizational performance due to diversification varies specifically due to family involvement in SMEs [
26,
27].
The interest in family involvement is justified by the increasing number and importance of family-owned SMEs in terms of GDP contribution or job creation [
28], since such entities are common in the European Union (EU) [
29,
30,
31]. Specificity of family-owned SMEs such as family members’ active involvement in management [
7], potential problems due to the conflicts of interest between family members [
32,
33] provides an interesting setting to explore the relationship between strategic choice and organizational performance [
34].
The context of our study is the Romanian garments and fabrics industry, which is interesting in this case due to constant internationalization strategies implemented by SMEs [
35], their role in operating on other markets [
35] and their impact on performance [
36], in spite of problems determined by quality of resources [
37]. Another reason is that in this industry there are many family-owned SMEs.
According to our empirical study, the results show a linear relationship between product diversification and organizational performance and an inverted U-shaped relationship between international diversification and organizational performance. Moreover, family involvement seems to negatively influence organizational performance, our findings showing that family SMEs underperform non-family SMEs when engaging in diversification.
2. Theoretical Background and Hypotheses
Scholars have extensively focused on the relationship between product diversification, international diversification and organizational performance considered separately [
6,
38,
39]. However, more studies begin to analyse the effects of both approaches, also [
7,
40,
41,
42].
SMEs choosing diversification as a strategic choice may have better results due to positive effects like achieving synergies or gaining economies of scope. As such, both product and international diversification have a positive impact on organizational performance [
43,
44]. In spite of these benefits, pursuing simultaneously both types of diversification might also lead to a decrease in performance because product or international diversification may require greater coordination [
43] due to differences on local conditions [
44].
The proponents of less diversification argue that SMEs have fewer resources than larger companies, so are not best suited for it [
45] since it is more difficult to gain economies of scale or experience market-related problems [
46,
47].
On the other hand, SMEs’ organizational flexibility or innovation focus allow them to better develop new products and access new markets [
48], aligning their owners’ interests with those of the business [
48].
2.1. Product Diversification and Organizational Performance
Even though product diversification-organizational performance relationship has a dedicated stream of research, a general consensus regarding the theoretical and empirical lacks [
2,
6,
49] with both linear [
6,
50,
51] and inverted-U relationships [
6,
52,
53,
54].
We choose for our paper the linear approach, which states that the level of diversification is linearly and positively related to organizational performance because SMEs are better to exploit market advantages and capitalize on their increased flexibility.
As such, our first hypothesis is:
Hypothesis 1 (H1). In SMEs, product diversification-organizational performance relationship has a linear shape.
2.2. International Diversification and Organizational Performance
In the literature, international diversification as a strategic choice regards expansion across the borders of countries into different markets [
55,
56]. Since Romania is a member of the European Union, international diversification comes as a natural choice for many entrepreneurs willing to access better markets in terms of prices or number of customers. This is the case for the fabrics and garments industry, which has to cope with fierce competition of low-quality cheap prices from Chinese products. On the other hand, many SMEs use lohn as a production system, meaning they manufacture for European retailers.
Level of international diversification is given by the number of different abroad markets in which it operates [
7]. For SMEs, the benefits of international diversification include achieving economies of scale, using location-specific advantages [
56], better use of their capabilities [
57], accessing markets that are not easily accessible in their originating country [
58] or gaining competitive advantages [
55].
However, international diversification brings additional threats for SMEs since international diversification may require gaining access and integrating different resources and capabilities [
57] while facing an increase in coordination costs [
7], which may overshadow economies of scale [
59,
60].
Again, a consensus on the nature of the relationship between international diversification and organizational performance was not achieved [
38,
55]. The empirical studies found out a wide array of results, from no relationship [
42,
61], a positive linear [
62,
63] and negative linear [
64], an inverted U-shaped [
55,
57,
65,
66] or an S-shaped [
38,
58] relationship between the two variables. These conflicting results can be explained by diverse performance measures adopted, and methodological settings [
67,
68,
69]. In this study, we decided to investigate the inverted U-shape because it is the most common and also fits our opinion of the nature of relationship. According to the U-shaped relationship, the results are visible up to a point where the costs of coordinating various organizational branches exceeds the benefits [
55,
66,
70,
71,
72].
As such, our second hypothesis is:
Hypothesis 2 (H2). In SMEs, international diversification-organizational performance relationship has an inverted U-shape.
2.3. Role of Family Involvement on Product Diversification-Organizational Performance Relationship
Although research on family businesses is comprehensive [
31,
73,
74,
75], the moderating role of family involvement in the diversification-organizational performance relationship is controversial [
7]. Some scholars argue that family-controlled enterprises tend to be more diversified than non-family ones to reduce financial risks associated with wealth concentration [
76], while others strongly oppose [
24,
26,
77], arguing that family businesses engage less in diversification because it threatens familiar socio-emotional wealth, or the specialized assets required represents risks for family control [
24]. These conflicting views imply explanations of the phenomenon based on different theoretical approaches and invoke conflicting narratives regarding its antecedents and performance implications [
78].
As such, we assume that:
Hypothesis 3 (H3). For SMEs, family involvement positively influences the relationship between product diversification and organizational performance.
2.4. Role of Family Involvement on International Diversification–Performance Relationship
In the literature, there are conflicting theoretical and empirical findings regarding actual effects of international expansion on family business [
79]. Some scholars [
24] suggest that family enterprises internationalize less than non-family SMEs due to management’s desire to retain familial control and ensure socio-emotional wealth [
24], avoid international operations due to the costs and complexity associated with managing geographically dispersed operations [
80] or due to the lack of professional managers with specialized international skills [
78].
Others, [
81,
82,
83] on the contrary, argue that, due to their access to capital, international orientation for family-owned SMEs is comparable to non-family businesses with similar features or demonstrated the positive effects of family involvement on internationalization [
82,
84]. Consequently, the impact of family involvement on the international diversification-organizational performance is controversial.
As such, we assume that:
Hypothesis 4 (H4). Family involvement positively influences international diversification-organizational performance relationship.
4. Analysis and Results
4.1. Testing the Variables
First, we tested variables’ normality of distributions and examined the skewness and kurtosis. For the hypotheses testing, a fixed-effects panel data regression model was used (see
Table 3).
Variance inflation factors (VIF) and a linear dependency test were used to test for collinearity [
92]. Since none of the VIF scores exceed 10, the commonly accepted threshold for indicating a potential problem, these results confirm that multicollinearity is not a problem for the model.
4.2. Testing the Hypothesis
First, we tested the control variables and the results show that SMEs’
Size and
Localization are positively and significantly related to
Organizational performance, while
Age does not influence it. (See
Table 4).
Then, we further introduced strategic choice represented by
Product diversification and
International diversification as well as the moderator variable,
Family involvement (See
Table 5).
Our first hypothesis was that of H1.
In SMEs, product diversification-organizational performance relationship has a linear shape. The results show a positive and significant relationship between
Product diversification and
Organizational performance; however,
Product diversification squared has a negative and insignificant influence on
Organizational performance. As such, the first hypothesis is confirmed, there is a linear relationship between
Product diversification and
Organisational performance. This is in line with other similar studies [
7,
93].
The second hypothesis was that of H2. In SMEs, international diversification-organizational performance relationship has an inverted U-shape. Regarding International diversification, the results show a positive and significant relationship between it and Organizational performance, and a negative and significant relationship between International diversification squared and Organizational performance. These results confirmed the second hypothesis, as well.
Family involvement is positively and significantly related to
Organizational performance, indicating that SMEs characterized by family involvement are able to perform better than SMEs with no family involvement (See
Table 6).
Finally, at the end we added the interaction between variables (See
Table 7).
Once we introduced the interactions between variables, we tested the last 2 hypotheses.
The third one stated that H3. For SMEs, family involvement positively influences the relationship between product diversification and organizational performance. The results showed that Family involvement negatively moderates Organizational performance on both Product diversification and International diversification. In fact, the interaction between Product diversification and Family involvement exerts a negative and statistically significant influence on Organizational performance. Hence, this hypothesis is rejected.
Finally, the last hypothesis was H4. Family involvement positively influences international diversification-organizational performance relationship. In this case, also, the interaction between International diversification and Family involvement exerts a negative and statistically significant influence on Organizational performance. As such, this hypothesis is rejected, also.
5. Discussion and Conclusions
Our study found out a linear relationship between product diversification and performance, in line with similar studies [
6,
7]. In our opinion, since many SMEs operating in this specific industry have specific assets, this is a rather natural conclusion. Diversification may allow the entrepreneur to exploit these resources that would otherwise prove less effective.
Regarding the effect of international diversification on organizational performance, our study confirms the theoretical assumption discovering an inverted U-shaped relationship. This result is consistent with most management literature on the topic [
7,
55] and suggests that early efforts to diversify internationally are often positive as they can produce economies of scale.
An interesting conclusion is that family involvement has a significant negative moderating effect on organizational performance, contradicting with results of other studies on the topic [
26,
94]. In our opinion, reluctance to diversify for family-owned SMEs is motivated by the desire to reduce uncertainties and risks associated with diversification and willingness to protect the socio-emotional benefits of family members. Other scholars argue that this leads family-owned SMEs to minimize HR investments, which is an essential asset for successful diversification [
7].
This study contributes to both management theory and practice in several ways.
First, it makes a contribution to entropy literature in terms of using specific entropy index—in our case the Jacquemin–Berry index—to analyse the relationship between strategic choice and organizational performance. Simultaneously, it contributes to the family business literature on strategic choice in family SMEs in terms of diversification pathways [
24,
25].
Secondly, by providing empirical evidence we extend diversification-organizational performance research by testing it in an unexplored context, and by assessing the role of an interesting moderating factor, family involvement.
Finally, from a pragmatic perspective, we provide useful suggestions for entrepreneurs concerning how to run their business in terms of diversification choices and what are the most appropriate ways to do it.
Despite these contributions, the study has some limitations. First, the results are limited to manufacturing SMEs in a specific context, Romania, and a very specific industry, fabrics and garments. Secondly, the small sample size and the focus on SMEs may reduce generalizability of the results. Thirdly, accessibility in terms of data limitations was a problem. This led us to use only one organizational performance indicator—Return on Sales—instead of several. It also determined that our panel only cover a five-year time period.