Competitor-oriented Objectives: The Myth of Market Share
Competitor-oriented objectives, such as market-share targets, are promoted by academics and are commonly used by firms. A 1996 review of the evidence, summarized in this paper, found that competitor-oriented objectives reduced profitability. We describe new evidence from 12 studies, one of which is introduced in this paper. The new evidence supports the conclusion that competitor-oriented objectives are harmful, especially when managers receive information about competitors’ … [ Read more ]
Content: Article | Authors: J. Scott Armstrong, Kesten C. Green | Source: “International Journal of Business” | Subject: Strategy