Market Share Superstition (Letter)
AbstractAnterasian et al. (1996) present a one-sided argument that the use of market share as an objective is detrimental. Because two-sided arguments 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.
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Bibliographic InfoPaper provided by EconWPA in its series General Economics and Teaching with number 0502063.
Length: 1 pages
Date of creation: 11 Feb 2005
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market share; superstition;
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