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Market Share Superstition (Letter)


  • JS Armstrong

    (The Wharton School - University of Pennsylvania)


Anterasian 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.

Suggested Citation

  • JS Armstrong, 2004. "Market Share Superstition (Letter)," General Economics and Teaching 0412032, University Library of Munich, Germany.
  • Handle: RePEc:wpa:wuwpgt:0412032
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    market share; superstition;

    JEL classification:

    • A - General Economics and Teaching


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