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The market share‐profitability relationship: An empirical assessment of major assertions and contradictions

Author

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  • John E. Prescott
  • Ajay K. Kohli
  • N. Venkatraman

Abstract

While previous research on the relationship between market share (MS) and business profitability (BP) has found a positive relationship, its nature (i.e. direct versus spurious), its context‐specificity, and the validity of MS as a predictor of BP have not been adequately addressed. Employing path analysis, this study examined the nature of this relationship across a taxonomy of homogeneous environments. The major findings were that (1) the association between MS and BP is context‐specific; (2) both direct and spurious relationships exist, and their relative strengths vary across environments; and (3) the validity of MS as a predictor of BP is context‐specific. Further, key firm conduct variables accounting for the spuriousness have been identified. Finally, implications of these findings for managers pursuing market share as a goal are discussed.

Suggested Citation

  • John E. Prescott & Ajay K. Kohli & N. Venkatraman, 1986. "The market share‐profitability relationship: An empirical assessment of major assertions and contradictions," Strategic Management Journal, Wiley Blackwell, vol. 7(4), pages 377-394, July.
    • Handle: RePEc:bla:stratm:v:7:y:1986:i:4:p:377-394
    DOI: 10.1002/smj.4250070407
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    Cited by:

    1. K. Sudhir, 2001. "Competitive Pricing Behavior in the Auto Market: A Structural Analysis," Marketing Science, INFORMS, vol. 20(1), pages 42-60, January.
    2. Jan Schiefer & Stefan Hirsch & Monika Hartmann & Adelina Gschwandtner, 2013. "Industry, firm, year and country effects on profitability in EU food processing," Studies in Economics 1309, School of Economics, University of Kent.
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    4. Karim Marini Thome & Janan Joslin Medeiros & Juciara Nunes de Alcântara, 2019. "Rescuing the Industry-Based Competition to Determine the Performance of Foreign Subsidiaries in the Brazilian Host Market," Global Business Review, International Management Institute, vol. 20(1), pages 13-24, February.
    5. Juan Regino Maldonado & Wen Yali & Frederick Cubbage & Patricia Regino Maldonado, 2017. "Forest Resources in the Performance of Mexican Community Forest Enterprises in a Vertical Integration System," International Journal of Sciences, Office ijSciences, vol. 6(09), pages 1-15, September.
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    9. Jie Sun & Lewis Makosa & Jinkun Yang & Fangyuan Yin & Moses Jachi & Wellington Garikai Bonga, 2021. "Externalities of economic sanctions on performance of intra‐industry non‐sanctioned firms: Evidence from Zimbabwe," Scottish Journal of Political Economy, Scottish Economic Society, vol. 68(5), pages 643-664, November.
    10. Hoskins, Jake D. & Carson, Stephen J., 2022. "Industry conditions, market share, and the firm’s ability to derive business-line profitability from diverse technological portfolios," Journal of Business Research, Elsevier, vol. 149(C), pages 178-192.
    11. Silvia Angilella & Maria Rosaria Pappalardo, 2022. "Performance assessment of energy companies employing Hierarchy Stochastic Multi-Attribute Acceptability Analysis," Operational Research, Springer, vol. 22(1), pages 299-370, March.
    12. Armstrong, J. Scott & Collopy, Fred, 1996. "Competitor Orientation: Effects of Objectives and Information on Managerial Decisions and Profitability," MPRA Paper 81676, University Library of Munich, Germany.
    13. Lanter, David & Hirsch, Stefan & Finger, Robert, 2018. "Profitability and Competition in EU Food Retailing," 2018 Annual Meeting, August 5-7, Washington, D.C. 274202, Agricultural and Applied Economics Association.
    14. K.M. Thomé & A.B.P. Soares, 2015. "International market structure and competitiveness at the malted beer: from 2003 to 2012," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 61(4), pages 166-178.
    15. J. Regino Maldonado & Yali Wen & Carpenter Christopher, 2015. "The Role of Forest Resources in the Performance of Community Forest Enterprise in Mexico: Analytical Framework from Competitive Strategy," International Journal of Sciences, Office ijSciences, vol. 4(05), pages 14-24, May.
    16. Valérie Moatti & Pierre Dussauge, 2005. "L’influence du mode de développement sur les avantages liés à la taille : une étude empirique dans le secteur de la grande distribution au niveau mondial," Revue Finance Contrôle Stratégie, revues.org, vol. 8(3), pages 145-176, September.
    17. Fam, Kim-Shyan & Yang, Zhilin, 2006. "Primary influences of environmental uncertainty on promotions budget allocation and performance: A cross-country study of retail advertisers," Journal of Business Research, Elsevier, vol. 59(2), pages 259-267, February.
    18. Andrew V. Shipilov, 2009. "Firm Scope Experience, Historic Multimarket Contact with Partners, Centrality, and the Relationship Between Structural Holes and Performance," Organization Science, INFORMS, vol. 20(1), pages 85-106, February.
    19. Ancona, Deborah G. (Deborah Gladstein). & Caldwell, David F., 1991. "Demography and design : predictors of new product team performance," Working papers 3236-91., Massachusetts Institute of Technology (MIT), Sloan School of Management.
    20. Luiz Claudio Louzada & Márcio Augusto Gonçalves, 2018. "The Moderating Effect of the Sector’s Level of Concentration on the Relationship Between Balance Sheet Composition and the Firm’s Competitive Advantage," Brazilian Business Review, Fucape Business School, vol. 15(6), pages 512-532, November.
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