Market Share as a Performance Measure: A Conceptual Framework

Tommy Hsu

doi:10.32038/mbrq.2022.21.02

European KnowledgeDevelopment Institute

Original Research

Market Share as a Performance Measure: A Conceptual Framework

Tommy Hsu

European Journal of Studies in Management and Business, Volume 21, Pages 24-34, https://doi.org/10.32038/mbrq.2022.21.02

Abstract
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In this article, the author provides an overview of the literature in the market share research and proposes a comprehensive model which can empirically investigate the relationship between market share and profitability. Also, several potential theoretically-driven moderators that may have impact on the MS-Profitability relationship are identified and included in the proposed model. Of the moderators, the author divides them into two different groups: firm-specific and market-specific. The difference between these two groups can also further provide business managers some implications for their practices.

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Keywords

Market Share; Profitability; Performance Measure

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Author(s) Information

Tommy Hsu

Dr. Tommy Hsu is the Associate Professor of Marketing at Tarleton State University. His research focuses on advertising effectiveness, consumer psychology, branding strategy, social media, sports marketing and pedagogy. He has published his research works on academic marketing journals and has presented his research findings at academic marketing conferences. Dr. Tommy also values high quality teaching. His teaching interests include Consumer Behaviour, Advertising, International Marketing, Marketing Research, Marketing Management, Sports Marketing, and Social Media Marketing. He strongly believes that teaching and research are two complementary components that both contribute to student success. Besides that, Dr. Tommy also serves as the academic advisor of the marketing internship program for the College of Business at Tarleton State University.

How to cite this article:

Hsu, T. (2022). Market Share as a Performance Measure: A Conceptual Framework. Management and Business Research Quarterly 21, 24-34. https://doi.org/10.32038/mbrq.2022.21.02

Acknowledgments

Not applicable.

Funding

Not applicable.

Conflict of Interests

No, there are no conflicting interests.

Open Access

This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made. You may view a copy of Creative Commons Attribution 4.0 International License here: http://creativecommons.org/licenses/by/4.0/