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Management article
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Reference no. 81101
Authors: Robert D Buzzell (Harvard Business School); Fred Wiersema (Harvard Business School)
Published by: Harvard Business Publishing
Published in: "Harvard Business Review", 1981
Length: 10 pages
Topics: Market share; Marketing mixes; Marketing strategy; PIMS
Share a link: https://casecent.re/p/48138
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Abstract

An analysis of more than 1,200 businesses participating in the Profit Impact on Market Strategies (PIMS) program shows that gains in market share relate to product quality improvements, new product introductions, and marketing budget increases. Successful strategic approaches for strengthening market share usually involve a balanced, consistent marketing program or a mix of several competitive factors.
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Abstract

An analysis of more than 1,200 businesses participating in the Profit Impact on Market Strategies (PIMS) program shows that gains in market share relate to product quality improvements, new product introductions, and marketing budget increases. Successful strategic approaches for strengthening market share usually involve a balanced, consistent marketing program or a mix of several competitive factors.

Related

Sorry, this product has no related items.