PERFORMANCE EFFECTS OF INFORMATION ASYMMETRY AND ECONOMIES OF SCOPE IN DIVERSIFIED SERVICE FIRMS

This study examined the performance effects of information asymmetry and economies of scope in diversified service firms. Tests using both accounting- and stock-market-based measures of performance revealed that information asymmetry improved performance more than economies of scope. As hypothesized, the benefits of information asymmetry were greater for firms offering services whose quality cannot be determined until after their purchase (experience services), and the benefits of economies of scope were greater for firms offering services whore quality can be determined prior to purchase (search services). However, without considering the interactive effects of service characteristics, economies of scope were negatively associated with performance for diversified service firms overall.