“…Understanding the detailed entry processes and choosing the right award to enter have therefore become an organising capability (Blackburn & Rosen, 1993). The upshot is that organisations with a broad range of product–market portfolios and/or operations across geographic regions can choose to reallocate their resources to enter many business award categories (Zhan et al, 2021), to compete across multiple product categories, and in turn to create strategic ‘real options’, creating a winning awards strategy (Iriyadi, 2019; Xia, Singhal, & Zhang, 2016). Consequently, a more diverse product–market portfolio, we argue, will generate economies of scale and scope for an organisation to enter as many BEAs and award categories as possible (Helm & Mark, 2007).…”