Is your company planning gains in market share?

Luiz Moutinho

European Management Journal, 1988, vol. 6, issue 3, 209-215

Abstract: The process of gaining market share is examined to determine the extent of inferential inter-relationships between market share and four widely used performance targets: ROI, profit, corporate image, and sales volume. The associations were determined by multiple regression analysis. The findings revealed that sales volume and corporate image influenced market share, whereas share-gain has a negative impact on return on investment. Share-gain plans and their strategic implications are discussed and evaluated. It is suggested that too much emphasis is placed on market share and that more attention needs to be focused on other fundamentals.

Date: 1988
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