Increasing market share is a central aim for many businesses. But should the pursuit of market share still retain its primacy as corporate goal in the era of globalisation and digitalisation? Dr. Alexander Edeling, Post-Doc of the Marketing Area of the WiSo faculty and Prof. Dr. Alexander Himme, Professor for Management Accounting at the Kühne Logistics University in Hamburg, have investigated this question. They have prepared their results in a Video in which they clearly explain the connection between market shares and the financial firm performance.
The meta-analysis by Alexander Edeling and Alexander Himme is based on data collected in 89 individual empirical studies. They show that marketing assets such as customer relationships and brands have a much more significant impact on financial firm performance than market share.
The study suggests that this has a direct impact both on the design of incentive systems and on the allocation of marketing budgets. The research was published in the renowned Journal of Marketing.