search query: @author Muller, E. / total: 25
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| Author: | Givon, M. Mahajan, V. Muller, E. |
| Title: | Assessing the relationship between the user-based market share and unit sales-based market share for pirated software brands in competitive markets |
| Journal: | Technological Forecasting and Social Change
1997 : JUN, VOL. 55:2, p. 131-144 |
| Index terms: | COMPETITION MARKETS SOFTWARE |
| Language: | eng |
| Abstract: | This article argues that in a competitive software market, in the presence of differential piracy and brand switching among the various brands within a software product category (e.g. , spreadsheets), there may be no relationship between market estimates based on unit sales and the user base of a software brand (e.g., Lotus 1-2-3). Hence, marketing strategies developed for the software brand based on unit sales-based market share may be misleading. The authors support this argument and quantify the relationship between unit sales-based market share and the user-based market share. |
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