Focus on Profitability, not Market Share and Competitors

The 'Myth of Market Share': Can Focusing Too Much on the Competition Harm Profitability? -- "We're not saying companies shouldn't pay attention to their competitors; they might be doing reasonable things that you may also want to do. What we're saying is that the objective should not be to try to beat your competitor. The objective should be profitability. In view of all the damage that occurs by focusing on market share, companies would be better off not measuring it." -- J. Scott Armstrong, Wharton marketing professor.

And interesting examples of this concept cited in the article include Japan's Toyota and Canon.
Comments:

Yes, perfect example is microsoft vs. apple competing advertisements.

Posted by ato matsumoto shoes on August 22, 2008 at 05:34 AM JST #

Post a Comment:
Comments are closed for this entry.
About


Search

Archives
« April 2014
SunMonTueWedThuFriSat
  
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
   
       
Today
Bookmarks

No bookmarks in folder