The 'Myth of Market Share': Can Focusing Too Much on the Competition Harm Profitability?

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

1-2007

Abstract

Business has long been likened to warfare, according to Wharton marketing professor Scott Armstrong, so it is hardly surprising that companies strive to beat their competitors and wrest away as much market share as possible. But such efforts not only waste time and energy, they can actually be detrimental to the firm's profitability, according to Armstrong. Based on new research and examples from today's business environment, Armstrong and co-author Kesten Green suggest that overemphasis on market share is the wrong approach. --------------------------------------------------------------------------------

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1022

Subject(s)

Marketing

Citation

Knowledge@SMU. The 'Myth of Market Share': Can Focusing Too Much on the Competition Harm Profitability?. (2007).
Available at: https://ink.library.smu.edu.sg/ksmu/322