“…Such understanding helps firms to constantly survey existing customers' demands and try to satisfy them creatively (Lubatkin, Simsek, Ling, & Veiga, ). Another group of scholars argues that nonintegration is a superior choice, which enables firms to access better quality components at a lower cost (Abecassis‐Moedas & Benghozi, ; Jaspers, Prencipe, & Ende, ; Jones & Hill, ; Park & Ro, ). Given the contradictory findings regarding the impact of vertical integration strategy on performance, we suggest that a firm's technological niche width can help explain this blurry relationship.…”