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"Does the strategy of linking market share to profit really work? This investigation argues that there is simply no causal relationship between market share and profits."
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Em linha com um dos meus ditados preferidos:
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Volume is Vanity, Profit is Sanity.
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"Many U.S. managers are superstitious as well, particularly about business strategy. The false notion that higher market share causes higher profits has had a huge impact on companies’ performance, the associated welfare of employees and shareholders, and society in general. Unfortunately, corporate goals and executive incentive systems are often partially based on market share achievements. Business journalists evaluate companies by describing them in terms of market share, with the clear implication that bigger is better. And, every semester, marketing and strategy textbooks lead business students astray."
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Como escreveu Hermann Simon, "Manage For Profit Not For Market Share"
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