Published by:
Harvard Business Publishing
Length: 8 pages
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https://casecent.re/p/48491
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Abstract
Despite the benefit of high profits, as well as the enjoyment of a position of leadership, a company that has a high market share is a tempting target for actual and potential competitors, consumer organizations and government agencies. Market-share management involves the determination of optimal market share in a given product/market. To achieve or maintain this optimum share, recommended marketing strategies include: sharebuilding, share maintenance, share reduction, and risk reduction.
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Abstract
Despite the benefit of high profits, as well as the enjoyment of a position of leadership, a company that has a high market share is a tempting target for actual and potential competitors, consumer organizations and government agencies. Market-share management involves the determination of optimal market share in a given product/market. To achieve or maintain this optimum share, recommended marketing strategies include: sharebuilding, share maintenance, share reduction, and risk reduction.