Abstract
This research aims to examine how multimarket contact (MMC) affects a focal firm¡¦s competitive aggressiveness as well as add related variables from the cooperation network and competition network as our contingency factors. This study chooses the top 21 firms in the global container shipping industry as the research sample. We use the Cyber Shipping Guide (CSG) database to collect shipping firm news from 2007 to 2010 and to classify the actions of the global container shipping company¡¦s competitors into 24 categories. A total of 1,506 news articles were gathered from 3,502 news articles from CSG from 2007 to 2009. The empirical findings show that (1) the degree of MMC increases a focal firm¡¦s competitive aggressiveness. (2) When a focal firm has a higher centrality of cooperation, it weakens the positive relationship between MMC and the focal firm¡¦s competitive aggressiveness. (3) When a focal firm has a higher inward centrality of competition, it strengthens the positive relationship between MMC and competition aggressiveness. (4) The greater the competitive aggressiveness or centrality of cooperation of the focal firm, the better performance it has, and (5) the higher inward centrality of the competition negatively affects the focal firm¡¦s performance
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