Universität zu Köln

Edeling, Alexander ORCID: 0000-0002-1815-6439 and Himme, Alexander ORCID: 0000-0001-6256-7529 (2018). When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share-Performance Relationship. J. Mark., 82 (3). S. 1 - 25. CHICAGO: AMER MARKETING ASSOC. ISSN 1547-7185

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Abstract

The impact of market share on financial firm performance is one of the most widely studied relationships in marketing strategy research. However, since the meta-analysis by Szymanski, Bharadwaj, and Varadarajan (1993), substantial environmental (e.g., digitization) and methodological (e.g., accounting for endogeneity) developments have occurred. The currentwork presents an updated and extended meta-analysis based on all available 863 elasticities drawn from 89 studies and provides the following new empirical generalizations: (1) The average raw market share-financial performance elasticity is.132, which is substantially lower than the effectiveness of other intermediate marketing metrics. This result challenges a widely used strategy that solely focuses on increasing market share. (2) Elasticities differ significantly between contextual settings. For example, they are lower for business-to-business firms than for business-to consumer firms, for service firms than for manufacturing firms, and for U.S. markets than for emerging and Western European markets. The authors also observe differences between countries with respect to a general time trend (e.g., lower elasticities in recent times for Western European markets) and recessionary periods (e.g., lower elasticities in the United States, higher elasticities in non-Western economies).

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Edeling, Alexander UNSPECIFIED orcid.org/0000-0002-1815-6439 UNSPECIFIED Himme, Alexander UNSPECIFIED orcid.org/0000-0001-6256-7529 UNSPECIFIED
URN:	urn:nbn:de:hbz:38-187033
DOI:	10.1509/jm.16.0250
Journal or Publication Title:	J. Mark.
Volume:	82
Number:	3
Page Range:	S. 1 - 25
Date:	2018
Publisher:	AMER MARKETING ASSOC
Place of Publication:	CHICAGO
ISSN:	1547-7185
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language WORD-OF-MOUTH; ORGANIZATIONAL DISECONOMIES; FIRM PERFORMANCE; PRICE ELASTICITY; PRODUCT; SALES; PROFITABILITY; INFORMATION; STRATEGIES; QUALITY Multiple languages Business Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/18703