Factores condicionantes de la relación entre la cuota relativa de mercado y el ROIevidencia empírica en el sector manufacturero español

Resumo

In this work, the existence of a relation in convex form between ROI and the relative quota of the market (hereafter CM) is suggested for the group of those sectors formed by Spanish manufacturing businesses, based on data obtained from the ESEE in the period 1993-1998. The results obtained seem to indicate that the firms belong to the growth zone of the curve defining the relation between ROI and the CM. 70 per cent of the firms in the sample are in the positive side meanwhile 30 per cent of them are in the negative side. This could suggest that given the characteristics of the firms, they require a wide period of recuperation as the businesses invest initially in a large quota of the market in order to later increase their return on investment. The different models proposed incorporate a series of mediating variables which represent a series of strategic potentials able to condition the aforementioned relation between ROI and the CM and which according to Johnson and Sholes (2000) could be classified in; competitive fortresses, market attraction, controlled production and human resources practises. Finally, the work endeavours to incorporate a moderating variable represented by the technological level of the firms as established by the classification introduced Segura et al. (1989) which could modulate the relations previously analysed.