Research Seminar: Professor Neil Morgan
Title: Bases of Firm Competitive Advantage: Assessment and New Insights
Abstract: While Porter’s typology of the bases for firm competitive advantage (cost leadership vs. differentiation) continues to dominate both business practice and pedagogy, empirical research using this typology has dwindled over time and many fundamental managerial questions remain unanswered. For example, which basis for advantage is most profitable? How can a firm leverage its choice of strategy into greater firm performance via complementary capabilities? Do firms change strategy over time and, if so, why and with what consequences? Employing a novel text analytic approach using large language models, we develop and validate a measure of the competitive advantage pursued by a firm that is dynamic (over years) and fluid (i.e., allows firms to have a mix of strategies concurrently). Using this new measure, we provide practical managerial insights into which strategy is most profitable and how firms can leverage internal competencies that may enable greater leverage of one strategy over the other. Finally, our investigation offers a greater understanding of what may cause changes in strategic emphases over time. By empirically demonstrating that strategy is indeed dynamic and differentially leverageable, our findings have important theoretical contributions and managerial implications.
Bio: Neil A. Morgan is a Professor of Marketing and Welch Family Chair in Business at University of Wisconsin—Madison. He has previously held faculty positions at IU’s Kelley School of Business, UNC’s Kenan-Flagler Business School, Cambridge University’s Judge Business School, and Cardiff University’s Cardiff Business School, and been a visiting professor at the University of Michigan's Ross School of Business. He received his Ph.D. in Business Administration from the University of Wales. His research interests are span marketing strategy issues with a focus on marketing-related drivers of firm performance. His work has been published in numerous journals including: Journal of Marketing, Journal of Marketing Research, Marketing Science, Strategic Management Journal, Journal of Operations Management, Decision Sciences, International Journal of Research in Marketing, and Journal of the Academy of Marketing Science. His research has been widely recognized, including: Finalist Journal of Marketing Harold H. Maynard Award (2013, 2015, 2016, and 2022) and MSI/Root Award (2015); Winner Journal of International Marketing S. Tamer Cavusgil Award (2018); Winner Journal of Academy of Marketing Science Sheth Award (2019), and finalist (2017 and 2020). His current research projects focus on marketing’s role in competition, marketing and firm risk, the role of upper echelons in marketing, marketing’s role in enhancing efficiency, and building marketing capabilities. Neil is a past co-editor of the Journal of Marketing and currently serves as an Associate Editor for both the Journal of Marketing and Journal of the Academy of Marketing Science.
Note: Tea/coffee and sandwiches will be served between 1-2pm at room 419.
Photographs will be taken during this seminar and may be shared on social media. If you do not wish to appear, please notify tbs.research@tcd.ie.