| Summary: | 碩士 === 雲林科技大學 === 會計系研究所 === 96 === The purpose of this study is to examine the association between business diversification, market share, and and operating performance of public accounting firms. Empirical data used in this study are obtained from the 1992-2005 Survey Report of Public Accounting Firms in Taiwan, published by the Financial Supervisory Commission, Executive Yuan, R.O.C. Following the strategy type of Miles and Snow (1978), total samples are divided into three categories, defender, analyzer, and prospector. Further, given the three categories, accounting firms are grouped into four sub-samples in terms of market segmentation, that is, international firm, national firm, regional firm, and local firm.
Main results indicate that the association between business diversification and operating performance is positive in the national and local firm sub-samples of defender, and in the national firm, regional firm, and local firm sub-samples of analyzer. Next, in the four sub-samples, the association between market share and operating performance is positive. Finally, the degree of performance-relevance of market share is higher than that of business diversification in the four sub-samples. In other words, market share makes more important contribution to financial performance than does business diversification.
|
|---|
