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Excerpt from The Market Share Profitability Relationship: Testing Temporal Stability Across Business Cycles
The nature of the relationship between market share (ms) and business profitability (bp) continues to be a subject of importance to researchers in economics, marketing and strategic management. While the early studies (buzzell, Gale, and Sultan, 1975; Schoef¿er, Buzzell, and Heany, 1974) reported a generally positive association between MS and bp, the later studies have attempted to model the nature of this relationship against the backdrop of environmental and strategy variables (jacobson, 1988; Jacobson and Aaker, 1985; Phillips, Chang, and Buzzell, 1983; Prescott, Kohli, and Venkatraman, 1986; Rumelt and Wensley, 1981; Woo, Specifically, two recent shifts are noteworthy: One, efforts at decomposing the observed correlation between MS and BP into direct and spurious (i. E. Accounted for by a set of antecedent strategy variables) effects (prescott et. Ai. 1986; Woo, as well as direct and indirect (i. E. Due to the impact of market share on the price-cost relationship) effects (phillips, Chang, and Buzzell, The other is to identify the lagged effects of market share on profitability (jacobson and Aaker, 1985; Jacobson, 1988; Anterasian and Phillips.
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