Profitability and market share: A reflection on the functional relationship

The paper analyzes the functional relationship between profitability and market share for type of businesses in the PIMS data base. Although a linear relationship has been imposed in other studies, our result shows that empirically it seems a poor representation of the data. In addition, three observations seem to be most evident. First, small-share businesses were not per se less successful than larger business units. In the service market and the market for raw or semi-finished materials small-share businesses were just as profitable or even more profitable than larger business units. Second, some businesses were `stuck in the middle', which was most evident in the service market but also in the retail and wholesale markets. Third, very large-share businesses were often less profitable. A critical market share was identified as between 65 and 70 percent. Beyond that level the ROI decreased.