Business has long been likened to warfare according to Wharton marketing professor Scott Armstrong so it is hardly surprising that companies strive to beat their competitors and wrest away as much market share as possible. But such efforts not only waste time and energy they can actually be detrimental to the firm’s profitability according to Armstrong. Based on new research and examples from today’s business environment Armstrong and co-author Kesten Green suggest that overemphasis on market share is the wrong approach.
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