search query: @freeterm MARKTANTEIL / total: 6
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| Author: | Vishwanath, V. Mark, J. |
| Title: | Your brand's best strategy (Markenmanagement; Erfolgsanalyse) |
| Journal: | Harvard Business Review
1997 : MAY-JUN, VOL. 75:3, p. 123-129 |
| Index terms: | |
| Freeterms: | MARKTANTEIL |
| Language: | eng |
| Abstract: | Conventional wisdom holds that market share drives profitability. But the authors of this article argue that, for a wide variety of consumer goods, the profitability of premium brands is not driven by market share alone. Instead, profitability can be explained by both market share and the nature of the brand's product market, that is, whether the category is dominated by premium brands or value brands. The authors contend that both factors must be considered, and offer a matrix to help managers develop the optimum strategy for their brands. |
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