| Tekijä: | Szymanski, D.M. Bharadwaj, S.G. Varadarajan, P.R. |
| Otsikko: | An analysis of the market share/- profitability relationship |
| Lehti: | Journal of Marketing
1993 : JUL, VOL. 57:3, p. 1-18 |
| Asiasana: | |
| Vapaa asiasana: | BETRIEBSERFOLG, MARKTANTEIL, MARKTFORSCHUNG, MARKTMECHANISMUS |
| Kieli: | eng |
| Tiivistelmä: | Researchers in the marketing, management , and economics disciplines have expressed reservations regarding the validity and generalizability of the relationship between market share and profitability. Against this backdrop, the authors performed a meta-analysis on 276 market share/profitability findings from 48 studies to address whether market share and profitability are positively related. They discuss the implications of the results for the evaluation and utilization of market share information in reference to strategies that focus on building market share as a means for increasing profits. |
SCIMA