An examination of the impact of resources and the external environment amongst providers of UK banking services

This thesis answers calls for fine-grained studies of product diversification, in this case, predominantly using the resource based view of the firm. The context is UK providers of banking services. The thesis has developed the concept of resource matching. Resource matching combines levels of: resource heterogeneity, resource similarity and difference, and the external environmental setting of the organisation with the business performance of product diversification. Resource matching significantly increases the limited conceptual underpinning of diversification RBV by adapting and developing concepts from single firm RBV literature. Two new research strategies were developed to gather data on multiple resources and external factors. One was unused due to access issues during the credit crunch. The other, which was used, utilised multiple sources of publicly available information both qualitative and quantitative. These conceptual and methodological developments offer a way to restart the research on the impact of product diversification on business performance. This research has stalled due to conflicting results and methodological issues. Twenty nine providers of banking services in the UK where examined: building societies; other providers of retail banking services; providers of investment banking services; and combined banks which offer both investment and retail banking services. This thesis found: varying amounts of resource heterogeneity, resource bundles can be constructed from publicly available external data, performance in diversification does not adhere to the previously posited curvilinear pattern but to one of the greater the product diversification the greater the business performance risk and reward, with rewards being both positive and negative, and finally the external environment does vary within the industry. The results on product diversification performance suggest of a new way of looking at product diversification which might reconcile the previous conflicting results. A modified version of the conceptual model of resource matching was developed to take account of the results. Opportunities for further work include; studying other industries and providers of banking services in other countries, refining the single industry fine grained research methods and further developing the resource matching model.