MARKET SHARE IS NOT DESTINY

Inquiries into the relationship between market share and profitability have provided valuable generalizations and insights about business strategy. A case has been made for both high and low market share strategies in the pursuit of superior profitability. However, what these studies mean for busine...

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Veröffentlicht in:	The Journal of consumer marketing 1988-04, Vol.5 (4), p.5-16
1. Verfasser:	Shanklin, William L.
Format:	Artikel
Sprache:	eng
Schlagworte:	Market shares Market strategy Profitability Return on investment Statistical analysis Strategic planning
Online-Zugang:	Volltext
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