I really enjoyed Richard Miniter’s The Myth of Market Share. His first book criticizes market share goals. I would say there is a lot of value in trying to understand market share theory. (To be clear I use the term ‘theory’ quite broadly. I just mean a theory as something that provides a reason for…
Tag: market share
Beating Rivals Should Not Be Your Goal
Is the goal of business to do the best you can or to beat others? A surprising number of people seem to think business is about beating others. The technical term is competitor orientation — when your ultimate objective is to beat your competitors. The point is that pretty much whatever your view of business,…
