Market Share Superstitions (Letter)

Loading...
Thumbnail Image
Penn collection
Marketing Papers
Degree type
Discipline
Subject
Business
Business Administration, Management, and Operations
Business Analytics
Business Intelligence
Marketing
Organizational Behavior and Theory
Funder
Grant number
License
Copyright date
Distributor
Related resources
Contributor
Abstract

Anterasian et al. present a one-sided argyment that the use of market share as an objective is detrimental. Because two-sided argujments are persuasive for intelligent audiences, one might wonder why they chose a one-sided approach. Having spent the past decade working on this topic, I conclude that the reason is simple: There is no contradictory evidence. Substantial and growing evidence suggests that market share objectives harm the performance of firms. Given more space, the authors could have provided even more evidence. For example, game theory studies show that competitive objectives are harmful to oneself.

Advisor
Date Range for Data Collection (Start Date)
Date Range for Data Collection (End Date)
Digital Object Identifier
Series name and number
Publication date
1996
Journal title
MIT Sloan Management Review
Volume number
Issue number
Publisher
Publisher DOI
Journal Issue
Comments
Recommended citation
Collection