An Analysis of the Market Share-Profitability Relationship
An Analysis of the Market Share-Profitability Relationship
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DOI：
10.1177/002224299305700301
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发表时间：
1993-07
影响因子：
12.9
通讯作者：
David M. Szymanski;Sundar G. Bharadwaj;Rajan Varadarajan
中科院分区：
文献类型：
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作者：
David M. Szymanski;Sundar G. Bharadwaj;Rajan Varadarajan
市场营销、管理和经济学科的一些研究人员对市场份额和盈利能力之间关系的有效性和普遍性持保留态度。在此背景下，作者对来自48项研究的276项市场份额-盈利能力研究结果进行了荟萃分析，以解决市场份额和盈利能力是否呈正相关，并检查调节这种关系的因素。作者发现，平均而言，市场份额对企业盈利能力有积极影响。然而，市场份额-盈利能力关系的大小受到模型设定误差、样本特征和测量特征的调节。当公司特定的无形因素在利润模型中被指定或市场份额盈利能力关系的估计是基于非PIMS业务的分析时，这种关系是最缓和的（平均而言，这种关系可能是人为的）。作者讨论了这些结果的影响，为评估和利用市场份额信息的管理者在参考战略，专注于建立市场份额作为一种手段，以增加利润。
A number of researchers in the marketing, management, and economics disciplines have expressed reservations regarding the validity and generalizability of the reported relationships between market share and profitability. Against this backdrop, the authors performed a meta-analysis on 276 market share-profitability findings from forty-eight studies to address whether market share and profitability are positively related and to examine the factors that moderate the magnitude of that relationship. The authors found that, on average, market share has a positive effect on business profitability. However, the magnitude of the market share-profitability relationship is moderated by model specification errors, sample characteristics, and measurement characteristics. The relationship is moderated the most (and, on average, the relationship could be artifactual) when firm-specific intangible factors are specified in the profit model or the estimate of the market share-profitability relationship is based on an analysis of non-PIMS businesses. The authors discuss the implications of these results for the evaluation and utilization of market share information by managers in reference to strategies that focus on building market share as a means for increasing profits.