A Service and Enterprise Research Centre (SERC) Working Lunch seminar. The seminar series provides a forum where visiting and SERC academics can discuss their latest research.
The bundling of resources adds value and it is generally understood that firms which pursue a strategy of product diversification will typically need to manage a new set of resources. In this respect, conceptual maps can be used to visually represent complex situations, such as, resource bundling and enable patterns and relationships to be discerned.
Whilst resource mapping has been used to examine resource stocks and flows this paper adopts the somewhat novel approach of using cognitive mapping to compare resources within product diversified and non-product diversified organisations within a single industry.