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"' Acadoinv of Muna^t^mrnt fournni

2001. Vol, 44. Nu, 1, i:i-28.

DIRECT AND MODERATING EFFECTS OF HUMAN CAPITAL


ON STRATEGY AND PERFORMANCE IN PROFESSIONAL
SERVICE FIRMS: A RESOURCE-BASED PERSPECTIVE
MICHAEL A. HITT
Arizona State University

LEONARD BIERMAN
Texas A&M University

KATSUHIKO SHIMIZU
University of Texas at San Antonio

RAHUL KOCHHAR
Purdue University

The current study examines the direct and moderating effects of human capital on
professional service firm performance. The results show that human capital exhihits a
curvilinear (U-shaped) effect and the leveraging of human capital a positive effect on
performance. Furthermore, the results show that human capital moderates the rela-
tionship between strategy and firm performance, thereby supporting a resource-strat-
egy contingency fit. The results contribute to knowledge on the resource-based view of
the firm and the strategic importance of human capital.

In his classic book. Organizations in Action, firm, performance differences across firms can be
James Thompson (1967) described how the human attributed to the variance in the firms' resources
variable affected organizational actions. Later, and capabilities. Resources that are valuable,
Hambrick and Mason (1984) suggested that organi- unique, and difficult to imitate can provide the
zations are reflections of their top managers. Build- basis for firms' competitive advantages (Amit &
ing on this work, Finkelstein and Hambrick (1996) Schoemaker, 1993; Barney, 1991), In turn, these
argued the importance of the human element in competitive advantages produce positive returns
strategic choice and firm performance. In fact, man- (Peteraf, 1993), Most of the few empirical tests of
agers, in particular, represent a unique organiza- the resource-based view that have been conducted
tional resource (Daily, Certo, & Dalton, 2000). The have supported positive, direct effects of resources
human element has grown in importance because (cf. Miller & Shamsie, 1996; Pennings, Lee, & van
knowledge has become a critical ingredient for
Witteloostuijn, 1998). However, scholars argue that
gaining a competitive advantage, particularly in the
resources form the basis of firm strategies (e.g.,
new economy landscape (Grant, 1996). In a recent
address to the graduates ofthe Massachusetts Insti- Barney, 1991) and are critical in the implementa-
tute of Technology, Carly Fiorina, CEO of Hewlett- tion of those strategies as well (Schoenecker & Coop-
Packard, emphasized this point, saying that "the er, 1998). Therefore, firm resources and strategy
most magical and tangible and ultimately the most interact to produce positive returns. Firms employ
important ingredient in tbe transformed landscape both tangible resources (such as buildings and fi-
is people." Therefore, one answer to the critical nancial resources) and intangible resources (like
question in strategic management regarding why human capital and brand equity) in the develop-
firms vary in performance is that they differ in ment and implementation of strategies. However,
human capital. outside of natural resource monopolies, intangible
resources are more likely to produce a competitive
According to the resource-based view of the
advantage because they are often rare and socially
complex, thereby making them difficult to imitate
We are grateful to Brian Boyd, Greg Dess, and Rick (cf, Barney, 1991; Black & Boal, 1994; Itami, 1987;
Johnson for their helpful suggestions on earlier versions. Peteraf, 1993; Rao, 1994). Furthermore, firms' re-
We dedicate this article to our friend and colleague, source endowments, particularly intangible re-
Rahul Kochhar (deceased), whom we lost in his prime. sources, are difficult to change except over the long
14 . U iiilriin iij Wantigi'nit'iii joiirnnl Kebruarv

term (Toece, Pisano, & Shuen, 1997). For oxamplo. within the firm (Nelson & Winter, 1982; Szulanski.
although human resources may be mobile to some 1996). According to Maister (1993), tacit knowl-
degree, capabilities may not be valuable for all edge is integral to professional skills. As a result,
firms or even for their competitors. Some capabili- tacit knowledge is often unique, difficult to imitate,
ties are based on firm-specific knowledge, and oth- and uncertain (Mowery, Oxley, & Silverman. 1996).
ers are valuable when integrated with additional It has a higher probability of creating strategic value
individual c;apabilities and specific firm resources than articulable knowledge (Lane & Lubatkin.
(for example, complementary assets) that ina>' nol 1998).
be mobile. Professionals gain knowledge through formal ed-
Human capital has long been argued as a critical ucation (articulable) and through learning on the
resource in most firms (Pfeffer, 1994), Recent re- job (tacit). Professionals who provide services are
search suggests that human capital attributes (in- oft(;n required to have extensive education and
cluding education, experience, and skills) and, in training prior to entering their fields. This educa-
particular, the characteristics of top managers affect tion and training usually provide a high level of
firm outcomes (Finkelsteiii & Hambrick, 1996; articulable knowledge in the field of specialty. Of-
Huselid. 1995; Pennings et al., 1998; Wright, Smart, ten, thero is some variance in the quality of this
& McMahon, 1995). Our focus in this research is on education and training. Students at the best univer-
the performance effects of human capital, the lever- sities are perceived as obtaining the highest level of
aging of that capital, and the interaction of human codified (explicit) knowledge available. Knowl-
capital with firm strategy. As such, this research edgeable external parties rank both universities and
contributes to collective knowledge on the re- specialized programs within them. Individuals
source-based view ofthe firm. Specifically, it con- who receive their education from the best univer-
tributes to knowledge about the effects of human sities are assumed to have more and better knowl-
capital on firm performance and, importantly, illu- edge and to have high intellectual potential to learn
minates how resources, such as human capital, and accumulate tacit knowledge. The value of pro-
moderate the relationship between servico and geo- fossionals' education often holds throughout their
graphic diversification strategies and firm perforni- careers (D'Aveni, 1996). For example, individuals
anco. graduating from the top institutions often develop
and maintain elite social networks that can be valu-
ableas a source of clients, for instance (D'Aveni &
CONCEPTUAL FRAMEWORK Kesner, 1993). D'Aveni (1989) argued that profes-
sionals' prestige (which is based partly on the in-
Intangible resources are more likely than tangible
stitutions from which they obtained their educ;a-
resources to produce a competitive advantage. In
tion) is a valuable organizational resource because
particular, intangible firm-specific resources such
of the elite social networks that provide access to
as knowledge allow firms to add value to incoming
valuable external resources for a firm.
factors of production. In fact. Spender (1996) ar-
gued that a firm's knowledge and its ability to gen- After completing their advanced educational re-
erate specific knowledge are at the core of the the- quirements, most professionals enter their careers
ory of the firm. Grant (1996) suggested that as apprentices (for example, as residents/interns in
knowledge is the most critical competitive asset medicine, or as associates in law). In these roles,
that a firm possesses. Much of an organization's they continue to learn and thus, they gain signifi-
knowledge resides in its human capital. Thus, cant tacit knowledge through "learning by doing"
firms create value through their selection, develop- (Pisano, 1994). Therefore, they largely bring ex-
ment, and use of human capital (Lepak & Snell, plicit knowledge derived from formal education
1999). into their firms and build tacit knowledge through
Knowledge can be classified as articulable or as experience. Most professional service firms uso i\
tacit (Lane & Lubatkin, 1998; Polanyi, 1967). Ar- partnership form of organization (Maister, 1993). In
ticulable knowledge can be codified and thus can such a framework, those who learn the most and
be written and easily transferred (Liebeskind, who are highly effective in using or applying that
1996). Tacit knowledge, however, is not articulable knowledge are eventually rewarded with partner
and therefore cannot be easily transferred (Teece et status, and thus own stakes in a firm (Galanter <S;
al., 1997). Tacit knowledge is often embedded in Ptilay. 1991). On their road to partnership, thesi;
uncodified routines (Liebeskind, 1996) and in a professionals acquire considerable knowledgt^
firm's social context. More specifically, it is par- much of which is tacit (Szulanski, 1996). Thus, by
tially embedded in individual skills and partially lh(! time professionals achieve partnership, they
embedded in collaborative working relationships have built human capital in the form of individual
2001 Ilitt. Bierman. Shimizu. and Kochhar 15

skills (knowledge). The human capital embodied in cessing information (Harris & Helfat, 1997; Mintz-
the partners is a professional service firm's most berg, 1973), Although new partners are learning
important resource. Their experience, particularly these skills, they may be less effective team leaders
as partners, builds valuable industry-specific and than those with more experience. Additionally,
firm-specific knowledge, which is often tacit. Such most firms have a high minimum pay rate for part-
iaiowledge is the least imitable form of knowledge. ners regardless of their output, and partners usually
An important responsibility of partners is obtaining receive some share of the profits. More experienced
and maintaining clients. Partners build relation- partners likely contribute more returns to the firm
ships with current and potential clients and, over than do new partners. The costs for new partners
time, develop social capital through their client may exceed the returns from their capital.
networks (Nahapiet & Ghoshal, 1998), Therefore, These arguments suggested that we should ex-
the experience a professional gains as a partner pect a curvilinear relationship between human cap-
contributes to competitive advantage (Harris & Hel- ital and firm performance. Early costs may exceed
fat, 1997). marginal productivity, but as human capital accu-
These arguments suggest that pEirtners with edu- mulates, synergy and productivity increase and av-
cation from the best institutions and with the most erage costs decrease.
experience as partners in a particular professional
Hypothesis 1. There is a curvilinear relation-
service firm represent substantial human capital to
ship between the human capital embodied in
the firm. Professionals graduating from the highest-
partners and firm performance. The relation-
ranked programs in their fields bring the most hu-
ship is negative early in the partners' tenure
man capital to firms (through intellectual ability,
but becomes positive.
articulable knowledge, social contacts, and pres-
tige). As partners, they continue to acquire knowl- Partners own the most human capital in a firm
edge, largely tacit and firm-specific, and build so- and have the largest stakes in using the firm's re-
cial capital. This human capital, in turn, should sources to the greatest advantage. One of the re-
produce the highest-quality services to clients and sponsibilities of partners is to help develop the
thereby contribute significantly to firm perform- knowledge of other employees of the firm, particu-
ance. larly its associates. For example, associates at law
Although human capital has many positive ben- firms need to learn internal routines, the idiosyn-
efits, it represents costs to firms as well. For exam- crasies of important clients, nuances in the appli-
ple, the value of graduates from the top institutions cation of law, and more. Building associates'
in the external labor market is likely high, particu- knowledge necessitates that partners leverage their
larly shortly after their graduations (Bierman & own knowledge, particularly their tacit knowledge
Gely, 1995). Partners from top-ranked educational (Baron & Kreps, 1999), Tacit knowledge is revealed
institutions command the highest compensation through its application and can only be acquired
and should continue to be paid commensurately through its practice (Grant, 1996). Thus, transfer-
with their value to a firm. Often, firms pay more to ring tacit knowledge is a slow and complex process
(Employees than their marginal productivity early (Teece et al., 1997) that entails using the knowledge
in their careers warrants with the expectation of (Lei, Hitt, & Bettis, 1996).
recouping the investment through high productiv- Learning complex forms of knowledge requires
ity as the employee gains tacit knowledge and face-to-face interactions between partners and as-
learns to apply both articulable and tacit knowl- sociates (Lane & Lubatkin, 1998). Thus, partners
edge through practice (Bierman & Gely, 1995), must work with associates to transfer tacit knowl-
When there are few or no partners in a firm with edge. Junior and senior employees (associates with
degrees from top institutions, the firm may have to one or more partners) are assigned to teams that
pay premiums to attract such professionals. work on major projects for clients (Maister, 1993),
Furthermore, the job of partner differs from that In this way, the partners' knowledge and capabili-
of associate, and new skills must be developed. ties are leveraged and associates also gain tacit and,
Partners must build the skills needed to develop often, firm-specific knowledge. This process also
and maintain effective relationships with clients. can produce a combination of individual skills and
Importantly, partners in law firms serve as project knowledge that leads to novel and valuable out-
and team leaders on specific cases and thus must comes. Additionally, the associates build relation-
develop managerial skills. These include skills in- ships with clients that are valuable to the firm.
volving leadership, decision making, allocation of Thus, the leveraging of human capital helps com-
resources, relationships with subordinates, peers, plete the work of the firm (serving clients) and
superiors, and clients, resolving conflicts, and pro- simultaneously creates greater human capital for it.
.4f.of/(.';;7i- uf Management louriml I'ebruiirv

Effective leveraging creates dynamic capabilities Hypothesis 2. There is a positive relationship


whereby the firm is able to renew, augment, and between leveraging human capital and firm
adapt its current capabilities to serve continuously performance.
changing and new client needs (Teece et al.. 1997;
Tripsas, 1997). Of course, mentoring and helping Leveraging the most valuable human capital
associates learn tacit knowledge require an effec- should produce the highest positive return (Sherer,
tive balance in the leveraging process. Too much 1995). That is, partners with degrees from the top
schools, the strongest intellectual capabilities, the
leverage (too many associates working on projects
most tacit knowledge, and the greatest social capi-
with too few partners) may not provide the face-to-
tal (D'Aveni, 1989, 1996) should produce the high-
face interactions needed to transfer tacit knowJ-
est positive returns when leveraged. As stated ear-
edge. Additionally, clients may want to be sure that
lier, the leveraging process involves the integration
experienced knowledgeable partners are fully in-
of cospecialized complementary resources (Mitch-
volved in their legal work (Maister, 1993). Thus, ell, 1989; Tripsas, 1997), Thus, through their par-
lower leverage could even serve as a marketing ticular knowledge of a client, partners are able to
tool. apply the firm's specialized knowledge to perform
Leveraging may also involve the use of comple- services for the client.
mentary specialized assets (Teece, 1986; Tripsas, Partners have ownership stakes in their firms and
1997). Relationships with specific clients can rep- usually share in the profits the firms earn. As a
resent a specialized complementary asset. Further- result, they have incentives to leverage their knowl-
more, leveraging involves bundling complemen- edge and social capital effectively. Additionally,
tary resources to provide services (Helfat, 1997). they have special incentives to use the firms' re-
Leveraging involves integrating the relationship sources to satisfy their clients' needs. Thus, wp
with a client (a complementary resource) and tho should expect human capital and leverage to have a
specialized knowledge existing in the human cap- positive interactive effect on firm performance.
ital to service the client. This bundling of resources
creates largely inimitable value because of the Hypothesis 3. The interaction of human capi-
unique social capital (the client relationship) and tal and the process of leveraging has a positive
effect on firm performance.
the social complexity involved in applying the spe-
cialized knowledge bases embedded in the human Resources are the basis for and facilitate the im-
capital to service the client. plementation of firm strategy. Lei and his col-
The leveraging process also has an efficiency leagues (1996) argued that firms building strong
component. Providing services to clients, often cus- competencies (that is, from their human capital]
tomized ones, usually involves complex tasks. can take advantage of strategic opportunities. Fur-
However, most services also embody simpler and thermore, taking advantage of these strategic oppor-
relatively routine tasks. It is not efficient to use timities helps firms create value. More specifically,
highly compensated partners to complete the less human capital is a vital resource for the implemen-
complex tasks that can be completed by less com- tation of a firm's strategy (Lee & Miller, 1999). Of
particular interest is the service and geographic
pensated apprentices, like associates, while they
diversification of professional service firms and im-
simultaneously participate in the completion of
plementation of the strategy.
more complex tasks through which they are learn-
ing tacit knowledge. Thus, leveraging creates effi- Often service firms achieve growth through di-
ciencies in addition to the transfer of knowledge. versification into new services and into new geo-
Alternatively, the ability to use more associates graphic areas (Howard, 1991; Nayyar, 1993; Nel-
may help firms provide greater services to their son, 1988). In general, diversification into new
services and diversification into new geographic
clients and, by leveraging more experienced part-
regions both offer opportunities to achieve econo-
ners' knowledge, they can do more while simulta-
mies of scale and scope (Kogut, 1985; Nayyar, 1992:
neously maintaining quality. Likewise, large cli- Panzar & Willig, 1981; Tnece, 1980), Information
ents can he served well by large teams drawing on asymmetries also exist between professional ser-
a bundle of complementary resources. As not(3d vice firms and their clients as clients cannot easily
earlier, bowevear, care must be taken not to over- determine tho quality of a service until after it is
leverage the partners. The gestalt of our arguments performed. Asymmetries can be even greater when
suggests that leveraging the human capital of part- a firm adds a new service and when it enters a new
ners helps create value for firms, leading to the geographic market in which the client has no prior
following hypothesis: experience (Nayyar, 1993). Diversified firms witli
2001 Hitt. Bierwan. Shimizu, and Kochhar 17

good reputations can gain a competitive advantage directly to serve clients. However, these resources
as the reputations are used by current and potential must be integrated and managed to create value
clients to select firms from which to purchase new (Galunic & Rodan, 1998). Partners' knowledge of
services. current markets and clients can be leveraged to
Diversification into new services presents oppor- offer new services. Likewise, the new bundle of
tunities to share knowledge across service areas. services may allow the creative use of human cap-
Other synergies between the new service and the ital; project teams may be configured in new ways
existing services may provide even more business. to capture the potential synergy. Additionally, us-
For example, through expanding the total package ing existing human capital to move into new geo-
of services offered, a firm may attract new clients or graphic markets may present special opportunities
more fully serve existing clients by offering bun- to gain a competitive advantage. For example, a
dles of services. Law firms, for example, may offer firm may exploit existing client relationships with
"one-stop shopping" for clients' legal services. current partners (social capital) to move into a new
Thus, they are able to combine their resources in geographic market. Thus, human capital can be
ways that create synergy. used to facilitate the development and implemen-
In addition to increased efficiencies, diversifica- tation of both service and geographic diversifica-
tion into new geographic markets also provides the tion.
opportunity to learn about new clients, new service Human capital may also help firms capture the
markets, and potential new resources (Hitt, Hoskis- benefits of information asymmetries for clients. For
son, & Kim, 1997). If existing clients have opera- example, partners with prestigious credentials,
tions in a new geographic market, a firm can open such as graduates of top universities, contribute to
a new office and serve current customers; if a client a firm's positive reputation. Potential clients use
has a strong positive reputation in the new market, this information to predict the quality of the ser-
serving this client may help the firm gain new vices they are likely to receive from the firm. Ad-
customers. Different geographic markets pose new ditionally, clients that have strong positive rela-
cballenges and opportunities. Although the ser- tionships with a firm's partners may adopt new
vices may be the same, the markets differ. Thus, services on the basis of trust and satisfaction with
firms learn from new market and competitive envi- prior services provided by that firm. To achieve
ronments. Because separate geographic markets economies of scope often requires effective coordi-
differ, they present the opportunity to offer new nation across service areas and an ability to config-
services. Likewise, as firms develop and offer new ure the resources in ways that help meet clients'
services, opportunities to expand into new geo- needs. Partners with significant experience may be
graphic markets, where these services are desired, needed to provide the critical managerial skills
may arise. Furthermore, to the extent that there is necessary to manage these resources and achieve
similarity in the managerial skills required to man- the economies of scope. Managing substantial di-
age the diversity produced by both types of diver- versity requires significant managerial acumen (of-
sification, the movement into new services and ten gained through substantial experience), as has
geographic markets can create economies of scope been discovered in industrial firms. If not managed
(referred to as "managerial relatedness" by Ilinitch effectively, such diversity may reduce rather than
and Zeithaml [1995]). Finally, operating in multi- increase firm performance (Hitt et al., 1997). The
ple service and geographic markets simultaneously gestalt of these arguments suggests a complex pos-
provides the opportunity for multipoint competi- itive interaction of human capital and firm diversi-
tion, whereby a firm is able to take actions against fication, both service and geographic, in the cre-
competitors in multiple markets (Gimeno & Woo, ation of firm value. These arguments lead to the
1999). Thus, we can expect a positive interaction following hypothesis:
between service and geographic diversification.
Firm performance can be enhanced by the way in Hypothesis 4. The interaction of human capi-
which firms use resources in the development and tal, service diversification, and geographic di-
implementation of their strategies (Wright et al., versification has a positive effect on firm per-
1995). Firms can achieve economies of scope from formance.
service diversification by effectively using internal
resources, particularly human capital (cf. Markides METHODS
& Williamson, 1996; Robins & Wiersema, 1995). In
Sample
particular, knowledge-based resources are used to
transform other inputs. In professional service The challenge in testing the resource-based view
firms, knowledge-based resources are often applied of the firm is identifying and measuring the most
IH Acadeinv of Management loiirnal

critical resources of firms. To do so, it is helpful to ductivity of the faculty, (2) quality of the students'
focus on a single industry (Dess, Ireland, & Hitt, scholastic work and records of graduates in scho-
1990). Furthermore, an industry in which critical lastic work and practice, (3) basis of and require-
resources are evident and measurable must be iden- ments for admission of students, and (4) age of thu
tified. We chose to focus on professional services program and total educational programs of the in-
organizations, where the dominant resource of im- stitution. For each firm, we calculated an average
portance is human capital. Specifically, we se- ranking of the law schools from which all the part-
lected law firms as the source of data for testing our ners had graduated (total ranking, reverse-scored,
hypotheses. divided by the number of partners).
The sample for this study was drawn from the list The Gourman Report was the most comprehen-
of the 100 largest law firms in the United States, sive ranking available for all years of our study.
The American Lawyer, which annually publishes a U.S. News and World Report also produces a rank-
list ranking law firms on the basis of total revenue, ing of the top 25 law schools. We calculated rank-
was the source of our target sample. Our data span order correlations between the two rankings to pro-
the years 1987-91, However, the complete data re- vide evidence of validity. The Spearman rank-order
quired for our analysis were not available for all correlation was .85, providing strong support for
firms for all years. The final sample, consisting of the ranking used. Additionally, we obtained data
252 observations, included data on 93 firms. Sam- on the mean starting salaries offered to graduates ot
ple statistics are shown in Table 1, the top 25 law schools from the National Law Jour-
nal. The salaries were positively related to the rank-
ings of the law schools (Spearman r - .64, p < .01),
Independent Variables thereby linking compensation offered to graduates
There are four independent variables in this to the presumed quality of their education. These
study: human capital, leverage, service diversifica- results provide further support for the validity oi
tion, and geographic diversification. Below we ex- the rankings.
plain how each of these variables was measured. The data on the second dimension, firm-specific
Human capital. Our measure of human capital experience as partner, required a different ap-
had two dimensions, quality of the law school at- proach, as no secondary sources provide this infor-
tended by partners (a proxy for articulable knowl- mation. Thus, we conducted an Internet-based sur-
edge and prestige) and total experience as partners vey whereby all current partners of the law firms in
in the focal firm (a proxy for firm-specific tacit our study were contacted and asked the years thev
knowledge). To obtain the necessary data, we iden- became partners in their current firms. We con-
tified all partners in each firm for every year in the tacted 12,217 partners and received responses from
study from the Lawyers Almanac. Data were then over 3,000 of them. After deletions due to missing
collected on the institutions from which the part- data, we had 2,701 usable responses, yielding for a
ners received their law degrees. Simultaneously, response rate of 22.1 percent. Such a response rat(!
we collected data on rankings of law schools based can be expected for surveys of upper-echelon pro-
on quality. Several rankings were obtained, but the fessionals, and the rate we achieved is similar to
most complete and consistent one was provided by that achieved by Nayyar (1993), 20.1 percent. Wo
the Gourman Report, in which law schools are thon computed average firm-specific experience as
ranked on the following criteria: (1) qualifications, a partner for each firm by dividing the total expe-
experience, achievements, and professional pro- rience reported by all the responding partners by
their number. This measure was found to be posi-
tively related to the number of years of partners"
total experience with their firm (r = .48, p < .01).
TABLE 1
As most partners are promoted to partner from
Sample Size and Diversification Demographics
within the firm, the relationship provides support
Variable Mean s.d. Minimum Maximum tor the validity of this measure.
We also collected data on the date each partner
Number of partners 124 49.9 48 408
Total number of :):^H 1H9.7 I7:i 1.1.^."i graduated from law school and used this informa-
lawyers tion to calculate the average total years of experi-
Service diver.sificalion 88.6% 10.66% :S5".i. 100% ence per partner per firm. Average firm-specific
coverage"' partner experience was calculated, as described
Geographic diver.sifi- 92.4"/u 8.;!7% 59.4'ii. 100% above, for each firm for the last year in our study.
cation coverage"
We then adjusted it for each firm for each year back
' Value.s indicate percentage of lavi'yers. to 1987. the beginning year in the study, using th(^
Hitt. Bierman, Shimizu, and Kochhar 19
2001

same degree of change in the total years of experi- of the period our data reflect. Thus, we correlated
ence per partner for each firm in each year. The two the 1991 Herfindahl measure of service diversifica-
dimensions of the human capital measure were tion with a coarser-grained measure (not weighted
then factor-analyzed and combined using standard- by the number of lawyers in each area, as is the
ized factor scores. Herfindahl measure), the number of legal services
Leverage. The primary professional positions in present in 1992, The Spearman correlation was .26,
law firms are partner and associate. Only some statistically significant at the .05 level. Given the
associates are chosen to be partners. Partners are differences in these measures, finding a positive
residual claimants in a firm and are assumed to and statistically significant correlation provides
embody the most valuable human capital (explicit support for the Herfindahl measure of service di-
and tacit knowledge, relationships with clients). versification.
Associates are lawyers with less experience in the Geographic market diversification. A similar
firm who are in training to become partners. Firms Herfindahl index was used to measure geographic
accomplish most work using partners as the pri- market diversification. This index was calculated
mary contacts with clients along with several asso- for the proportion of lawyers in the four largest
ciates. We defined leverage as the total number of branch locations (in separate cities) that covered
associates in a firm divided by the total number of 92.4 percent of the partners in the firms studied.
partners. The variable thus indicates the average The overwhelming majority of the geographic di-
number of associates assigned to each partner versification of U.S. law firms is domestic. There-
(Sherer, 1995). In effect, it represents the structure fore, we included only domestic branches in this
of the primary human capital in these firms (Sam- calculation. To ensure that high values represented
uelson & Jaffe, 1990), Data for this measure were greater diversification, the variable was subtracted
obtained from the American Lawyer. The measure from 1, Data were obtained from the Lawyer's Al-
was transformed using a logarithmic transforma- manac.
tion. To provide evidence of validity, we collected
Service diversification. Diversification mea- data on the number of branch offices in separate
sures that capture the number of businesses of a cities for each law firm. These data were collected
firm as well as the relative importance of each from the Law Firms Yellow Book. As with service
segment are superior to product count measures diversification, we correlated the 1991 Herfindahl
(Davis & Duhaime, 1992; Hoskisson, Hitt, Johnson, measure of geographic diversification with the
& Moesel, 1993). Although data on the revenues for number of different domestic office locations in
each practice area in a law firm are not publicly 1992. The Spearman correlation was ,76, statisti-
available, the number of lawyers in a legal service cally significant at the .01 level. These results sup-
area is a strong proxy for the importance of that port the validity of our Herfindahl measure of geo-
legal service in each firm. Thus, we measured ser- graphic diversification.
vice diversification using a Herfindahl index
(Sherer, 1995). Data were available on up to the five
largest practice areas. We examined both the four Dependent and Control Variables
and the five largest practice areas. The four largest Finn performance. The dependent variable in
practice areas covered 83.8 percent of all lawyers in this study, firm performance, was defined as the
the firms studied, and the five largest practice areas ratio of net income to total firm revenue. These data
covered 88.6 percent of the lawyers. We used the were derived from a profitability index reported
five largest practice areas to calculate this measure. annually by the American Lawyer, the API, which
Thus, we determined the service diversification is the ratio of profits per partner to revenue per
Herfindahl index by calculating the sum of squares lawyer and is "an expression of how effectively a
of the proportion of' total lawyers in the five largest firm converts revenue into partner profits" (Brill,
practice areas of each law firm. As this value is 1987: 16). We recalculated the index by rernoving
inversely related to diversification (high values in- the number of partners from the numerator and
dicate lower diversification), the value of the vari- number of lawyers from the denominator. The re-
able was subtracted from 1. Data were obtained sulting measure can be interpreted as return on
from the Lawyer's Almanac. sales.
To provide some evidence of validity, we col- The effect of firm size was controlled through the
lected information on the number of different legal dependent variable (profits adjusted for total reve-
services offered by each law firm in our sample. nues). However, we included three other variables
The source for these data was the Law Firms Yellow to control for their potential effects on firm perform-
Book, first published in 1992, one year after the end ance, our dependent variable. These were large cor-
20 .\c(idi.^my of .Managemml lournnl

porate clients, clients in new markets, and mode of period of the study. In each year that a firm made
market entry. an acquisition, a 1 was recorded (no firm com-
Large corporate clients. Corporate law practice pleted more than one acquisition in a given year). A
can be especially lucrative and often requires high 0 was recorded for the firm in all years in which it
leveraging of human capital (Sherer, 1995). Inclu- made no acquisition. Data for this variable were
sion of the numher of large corporate clients a firm obtained from the Lexis/Nexis database and the
had in each year of the study controlled for these Wall Street Journal Index.
effects. These data were obtained from the National
Law Journal's list ofthe major law firms used by the
250 largest U.S. corporations. This mea.sure was RESULTS
transformed using a log transformation. Because we had both cross-sectional (firms) and
Clients in new markets. As firms diversiiy into time series (years) data, we used a panel data meth-
new geographic markets, their motives and out- odology, using the least squares dummy variable
comes may vary. One variable that may affect the (LSDV) model (Hsiao, 1986; Sayrs, 1989), Instead of
outcomes of such diversification is the numher of using a common intercept for all observations, we
existing major clients with significant operations in introduced a dummy variable for each firm and
the new geographic market at the time ofthe move each year and estimated the model using general-
into that market. Existing clients in the new geo- ized least squares regression. The use of dummy
graphic market increase the probability of revenue variables helps control for unobserved firm-
flow and profits from the new operations. Thus, we specific and year-specific heterogeneity (Bergh,
counted the numher of large existing clients in each 1993). The LSDV model also serves to minimize prob-
new geographic market at the time the firm diver- lems of heteroscedasticity and autocorrelation, both
sified into the market and included this measure as of which can be caused by unaccounted firm-specific;
a control variable in the analyses. These data were heterogeneity (Sayrs, 1989), Table 2 presents the de-
obtained from the National Law Journal, Dun & scriptive statistics and correlations among all of thu
Bradstreet's American Corporate Families, and the variahles in the study. The highest common varianc;e
Directory of Corporate Affiliations. This measure among any two independent variables is ,09. Thus,
was transformed using a log transformation. there are no multicollinearity problems.
Mode of market entry. Law firms may add new Table 3 presents the results of the regression
services or enter new locations through internal analyses. We present results in a hierarchical fash-
development (hiring new lawyers, opening new of- ion to hetter depict the variance explained by the
fices) or by external acquisition (acquiring another different sets of' predictor variables. In model 1.
law firm). Law firms can quickly expand by acquir- which contains only the control variables, includ-
ing other law firms. Acquisitions provide much ing the dummy variables for firm and year (coeffi-
faster expansion than internal development (Hitt, cients not shown), the coefficient for market entry
Hoskisson, Johnson, & Moesel, 1996), and the two mode is statistically significant and negative. In
modes of market entry may have different effects on model 2. the service and geographic diversification
firm performance. Thus, we controlled for mode of variahles were added. As shown, their coefficients
entry in the analyses. We identified acquisitions are not statistically significant, and they explain
completed by our sample law firms during the time almost no additional variance in firm performance.

TABLE 2
Descriptive Statistics and Correlations
Variable Mean s.d. 1 2 3 4 5 li 7

1. Finn performanco 0.41 0.09


2. Corporate clients 1.38 0.78 .O.T

3. Clients in now markets 0.14 ().:S7 .01 . 1 ~i *


4. Market entry modo 0.05 0.21 .OH .11' .05
5. Service diversification 0.74 0.10 .15* .08 -.12* .08
6. Geographic diversification 0.45 ().2:-i .04 .14- .10 .O'J .07
7. Human capital 0.00 1.00 -.Ki** .04 .:w*' -.1!)*- -.25** .27*"
fi. Leverage n.7i O.liO .07 -.05 AM* .02 -.29*' -.19*' .lU*'

^ p < .10
* p ; .05
' * /) : .01
2001 Hitt. Biernian. Shimizu. and Kochhar 21

TABLE 3
Results of Generalized Squares Regression Analysis of Human Capital and Strategy Effects on
Firm Performance
Independent Vari^ifle Model 1 Model 2 Model 3 Model 4 Model 5 Model 6

Corporate clients -.00 - .00 .00 -.00 -.00 -.00


Clients in new markets .01 -.01 -.01 -.01 .01 -.01
Market entry mode .OB** -.0(i** -.05** -.05** .05** .05**
Sfirvice diversitit:ation .00 .03 .03 - .18 -.1(.)
Geographic diversification .03 .04 .04 -.40 .33
Human capital -.03+ -.0.3+ .13+ -.35*
Human capital squared .02** .02+ .03** .03**
Leverage .15** .15** .15** .15**
Human capital x leverage .01
S(>rvice diversification x geographic diversification .5fi' .42
Human capital X service diversification .14 .45*
Human capital x geographic diversification -.01 .47^
Human capital x service diversification -.65 +
X geographic diversification
B' .801 .801 .837 .837 .842 .846
F 6.28** f).O8** 7.34** 7.23** 7.22** 7.33**

' p < .10


* p < .05
* * p < .01

In model 3, we added the human capital and lever- model 6 of Table 3 provide information related to
age variables to test Hypotheses 1 and 2. As shown, Hypothesis 4, which proposes a positive effect of
all three variables have a statistically significant the three-way interaction among human capital,
relationship with firm performance in the pre- service diversification, and geographic diversifica-
dicted direction (for human capital, p < .10; for tion on firm performance. It is necessary to enter all
human capital squared, p < .01; and for leverage, the two-way interactions along with the three-way
p < .01), and the change in the multiple squared interaction to identify the true three-way interac-
correlation coefficient (fl^) for the model is statisti- tive effect and interpret it (Aiken & West, 1991).
cally significant {AR~ = .036, F = 11.01, p < .01). The results do not support this hypothesis. There is
Hypothesis 1 proposes a curvilinear relationship a three-way interactive effect (p < .10), but it is
between human capital and firm performance. The negative (with the addition of the three-way inter-
results, shown in model 3, support this hypothesis. action, Afl^ = .004, F = 4.05, p < .10). Interestingly,
The effect of human capital on firm performance is both of the two-way interactions between human
initially negative but turns positive with higher capital and service diversification (p < .05) and
levels of human capital; the addition (1) of human geographic diversification (p < .10) are positive.
capital and human capital squared to the model The two-way interaction between service and geo-
and (2) of only human capital squared also graphic diversification is not statistically signifi-
produced a statistically significant change in R^ cant, although it has a positive effect (p < .10) on
(p < .01). performance with the two-way interactions only, as
Hypothesis 2 suggests a positive relationship be- shown in model 5.
tween leverage and firm performance. The results, We used a typical process for interpreting such
shown in model 3 of Table 3, depict a statistically effects, following Stewart and Barrick (2000). We
significant, positive effect of leverage on firm per- graphically show the effects on performance for
formance. Thus, Hypothesis 2 receives support. two levels of human capital, lowminus one stan-
Hypothesis 3 suggests a positive interaction be- dard deviation from the meanand highplus one
tween human capital and leverage for firm perform- standard deviation from the mean. We developed
ance. As shown in Table 3's model 4, the interac- plots for performance regressed on different levels
tive effect of human capital and leverage on firm of geographic and service diversification for each of
performance is not statistically significant (nu the levels of human capital. The results are shown
change in R^]. Thus, these results do not support in Figure 1. As shown, the highest level of perform-
Hypothesis 3. ance with low human capital is when service and
The results ofthe regression analyses depicted in geographic diversification are also low. The highest
Acadeinv of Management luurnal Potjrutirv

FIGURE 1
Interaction of Human Capital, Service Diversification, and Geographic Diversification"
(a) Low Human Capital

2.5

2.0 ..

1.5 -
Effects
on 1.0 -
Performance
0.5 -

0.0
High geographic
-0.5 diversification

Low Service Diversification High


Moderate
geographic
diversification
(b) High Human Capital

1.0 -r Low geographic


diversification
0.5 -

0.0 -

-0.5 -
Effects
on -1.0 -
Performance
-1.5 -

-2.0 -

-2.5
Low Service Diversification High
" High levels are plus one standard deviation from the mean; low levels are minus one standard deviation from the mean; moderate
levels are at the mean.

level of performance with high human capital is DISCUSSION


when geographic diversification is high but service
The results of this research are significant for
diversification is low. Likewise, a relatively equiv-
several reasons. First, they support the recent argu-
alent level of performance is reached in firms with
high human capital when service diversification is ments of some organizational and human resource
high and geographic diversification is low. These management scholars regarding the importance of
results have implications for the management and human capital to firm outcomes (Barney & Zajac.
implementation of diversification strategies. 1994; Lepak & Snell 1999; Pfeffer, 1994; Sherer.
Like Westphal (1999), we performed a sensitivity 1995). Equally important, the results provide strong
analysis by separating the sample into two ran- support for the resource-based view of the firm and
domly assigned groups and tested differences to arguments presented by several strategy scholars in
examine whether the sample distributions differed recent years (e.g., Barney, 1991; Peteraf, 1993;
on any variable in the study, using the Kolmogorov- Robins & Wiersema, 1995). Importantly, the results
Smirnov test (Siegel & Castellan, 1988). No statisti- suggest that human capital may affect the imple-
cally significant differences were found. Thus, we mentation of firm strategies but that the relation-
can conclude that the two subgroups came from the ship may be more complex than originally as-
same population. These results provided support sumed. The results largely supported the
for the robustness of the findings. theoretical arguments presented, suggesting that
2001 Hitt. Bieritum. Shimizu. and Kochhar 23

the effects of human capital and resources on firm ditionally, professional hubris sometimes prevents
performance are both direct and indirect. Human effective mentoring and leveraging of a partner's
resource management scholars have argued for human capital. Also, it may be difficult to leverage
some time that human resources have performance certain forms of human capital, such as specific
implications. These arguments have received re- social relationships and the prestige of a degree-
cent impetus from the work of Pfeffer (1994). There granting institution. This relationship suggests im-
have been a few tests, including that conducted by portant implications for managers. Although apply-
Huselid (1995), who found that human resource ing human capital and leveraging it generally have
management practices affected firm outcomes. positive returns, managers must recognize they
However, Huselid's research does not provide a have costs as well and either reduce those costs or
direct test of the effects of human capital. Sherer's ensure that the value gained from the use of a firm's
(1995) and Pennings and colleagues' (1998) studies human capital more than offsets the costs.
provide more direct and stronger support for the As human capital was the primary resource in
importance of human capital to firm outcomes. Our the firms studied, this research provides a direct
research provides further support for their work test of the resource-based view of the firm, suggest-
and extends it as well. Using two separate mea- ing that firms use resources to create competitive
sureshuman capital and leveragewe found di- advantage. In other words, firms' resources, in par-
roct and moderating effects on firm performance. ticular those that are valuable, rare, and inimitable,
One important finding is the curvilinear relation- can be used as a basis for and as an aid to imple-
ship between human capital and performance. We menting strategies that can create a competitive
suggest that some forms of human capital, such as advantage (Barney & Wright, 1998).
those examined in our study, are costly. Thus, early The results support this view, as human capital
investments in such human capital may not pro-
was found to be important for the implementation
duce substantial enough benefits to offset the costs
of both service diversification and geographic di-
(Schwab, 1993). Time is required for new partners
versification in professional service firms. The two-
to develop relational and managerial skills and to
way interactions of human capital with each of the
build the social capital necessary to be highly ef-
fective partners and to manage the firm's other diversification strategies had positive effects on
human capital. Continuing investments, however, firm performance. These results support arguments
begin to reap greater benefits. These investments for a positive moderating effect of human capital on
become less costly, on the average and, at the same strategy-performance relationships, suggesting that
time, they produce both economies and synergies the prestige of partners, their tacit knowledge
among human assets (such as intellectual capabil- gained through experience, and their social capital
ities, knowledge, and social capital). Valuable tacit can be helpful in the implementation of their firm's
knowledge is developed that, in turn, helps the strategy. Having partners with education from top
firm provide valuable services to its clients. Such universities should add to a firm's reputation. A
valuable services attract premium prices as well as positive reputation can help professional service
more clients. firms build a competitive advantage because of the
information asymmetries experienced by clients.
Our finding that leveraging human capital had a Clients use proxies to assess the potential quality of
positive effect on firm performance supports the a firm's services because the actual quality cannot
prior work of Sherer (1995). But we found that the be known until the services are rendered and, even
interaction of leverage and human capital had no then, evaluation of service quality is difficult
effect on performance. There are reasons to expect (Brush & Artz, 1999; Nayyar, 1993). Certainly, a
a positive interaction, but there are also explana- partner's experience and social capital developed
tions for the absence of an effect. In general, lever- over time also contribute to client acceptance of
aging human capital creates efficiencies and helps new services. Thus, human capital can bo useful in
build tacit knowledge in a firm, but it also imposes implementing service diversification. Partners' so-
some costs. For example, monitoring is increased to cial capital and experiential knowledge can be
ensure quality outcomes. Furthermore, general helpful in implementing geographic diversification
management costs. Incurred owing to assigning as well. The relationships with clients can be use-
tasks, coordinating activities, and evaluating em- ful in entering new geographic markets. Existing
ployees, also increase with leveraging. Our discus- clients with operations in the newly entered re-
sions with lawyers in some large law firms sug- gional markets are likely to use the professional
gested that not all partners have the social and firm's services in these markets. Partners' relation-
managerial skills needed to manage associates and ships with existing clients can also help their firm
effectively leverage their own human capital. Ad- obtain new clients in the new geographic market.
:\c(i(hinv of Manageiiumi lournal l''ebriifir\

Existing clients can attest to the quality of the ser- for law firms, chiefly occurring in the last 15 years.
vices offered, providing another way to build H Many firms have not developed the requisite man-
competitive advantage from information asymme- agerial skills or structures to adequately manage
tries. Partners" experience should also help firms such diversity. Few partners in professional service
build synergy by configuring services to better sat- firms have had formal training, education, or expe-
isfy their clients" needs, thus realizing economies rience in management. Although partners with sig-
of scope (Nayyar, 1993). nificant experience may have developed several
Importantly, the effect of the three-way interac- skills for managing legal project teams and dealing
tion among human capital, service diversification, with multiple clients, they have little prior experi-
and geographic diversification was negative. Figure (!nce with the challenges of managing the complex
1 suggests some important implications of this out- operations of a service and geographically diversi-
come. First, firms should not diversify' unless they fied firm. Thus, they are less able to use their hu-
man capital to implement these strategies simulta-
have adequate human capital, suggesting the im-
neously. They need additional knowledge an(.l
portance of human capital for implementing diver-
skills to be effective.
sification effectively. Accordingly, firms with some
level of diversification performed better with high These results support the findings of Hitt and his
levels of human capital. However, the costs of im- coauthors (1997) suggesting that firms with rela-
plementing and managing diversification were also tively simple structures and iittie experience in
evident from the results. Firms did not perform managing diversity may suffer performance de-
well when both service and geographic diversifica- clines with initial geographic diversification ef-
tion wero high, regardless of the level of human forts, particularly if the firms do not have strong
capital. Thus, we can conclude that the achieve- human capital or are already service-diversified.
ment of the synergies available by using both strat- Our results also fit accounts in the more general
egies simuhaneously is costly and difficult. To de- literature on diversification describing how many
rivo tho benefits of' the economies of scope and firms have overdiversified and later refocused on
scale as well as to build an advantage from the core businesses (Hoskisson & Hitt, 1994). Clearly,
there are opportunities to be gained from integrat-
information asymmetries and social capital possi-
ing service and geographic diversification, as WP
ble from simultaneous service and geographic di-
argued in the early sections of this article. For ox-
versification requires significant coordination ot
ample, specific types of legal services may be more
specialized service teams and across geographic
important in certain geographic regions (for in-
locations. The geographic dispersion of legal ser- stance, maritime law on the U.S. West and East
vice units and differences among them signifi- Coasts; oil and gas law in the Southwest). When a
cantly increase transaction costs and managerial firm enters a new geographic market, it may add the
information processing demands. As research on legal services most important in that region, if they
the diversification of industrial businesses has arc not already among its repertoire of services
shown, too much diversity creates situations in (increasing economies of scope). Similarly, adding
which the governance scope needed exceeds the new services may facilitate movement into new
managerial capabilities available (Hill & Hoskisson. geographic regions where there is a demand for
1987), and firms lose the benefits of focused oper- those services, thereby creating the opportunity for
ations. Focus allows a firm to build the knowledge enhancing the firm's economies of scale.
and expertise to provide excellent service. Simi-
larly, geographic diversification diminishes u It is also possible that the employment of the twcj
firni"s ability to build local knowledge and social strategies simultaneously could allow firms to
capital with which to provide regional clients the serve their clients in valuable and unique ways that
best service tailored to their needs. Nayyar (1992) are difficult to imitate. In so doing, they can more
explained that geographic focus allows firms to effectively develop and sustain a competitive ad-
provide exclusive attention to regional needs and vantage. They may, for example, be able to develop
to provide services to local clients with substantial and offer special services in particular geographic,
intensity. Without this focus, substantial manage- regions where those services are uniquely valuable.
rial acumen is required lo manage the diversit>\ Thus, there are opportunities if the major partners
Without such managerial skills in leveraging hu- can build the knowledge and skills (human capital)
man capital to implement the diversification strat- to effectively manage the diversity. In summary,
egy, firm performance is likely to suffer. the results do suggest a resource-strategy contin-
gency fit, but the relationship may be more com-
bur discussions with representatives of law
plex than originally hypothesized.
firms suggested that diversity, particularly geo-
graphic diversity, is a relatively new plienomenou Only a few firms in the sample for this study
2001 Hitt. Bierman. Shimizu. and Kochhar 25

pursued diversification through mergers and acqui- and the use of human capital in the implementa-
sitions, but those that did performed more poorly. tion of service and geographic diversification
Perhaps these firms were unable to capture the strategies.
resources necessary to effectively implement the
desired diversification strategy. Or, more likely,
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search interests include international strategies, partner se-
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-H AradFniv of Managemenl lournal iM^liniin .

Leonard Bierman is a professor of management at Texas ceived his Ph.D. from Texas A&M University. His curroiit
A&M University. He received his J. D. degree from tho research interests include organizational resources iiiid
University of Pennsylvania. His research interests in- capabilities associated with strategic change and leariiJii^
elude the resource-based view ofthe firm, corporate gen- from change.
ernanco issues, and lahor dispute resolution.
Rahul Kochhar is deceased. He received his Ph.D. troiii
Katsuhiko Shimizu is an assistant professor of manage- Texas A&M University. At the time of his passing, he was
ment at the Universitv of Texas at San Antonio. He re- im tho fat:ultv at Purdue Univorsitv.

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