Research Highlights – September 2018

A new study from the University of Cologne indicates that the market share of a company does not have a strong influence on its financial performance. The research published in the Journal of Marketing shows that companies should invest in building customer relationships and a strong brand, instead of market share.

Consider the facts. If their market share increases by 1 percent, the financial performance of a company only increases by 0.13 percent, on average. To arrive at that result, the researchers examined the relationship between.....