Focus on Profitability, not Market Share and Competitors
The 'Myth of Market Share': Can Focusing Too Much on the Competition Harm Profitability? -- "We're not saying companies shouldn't pay attention to their
competitors; they might be doing reasonable things that you may also
want to do. What we're saying is that the objective
should not be to try to beat your competitor. The objective should be
profitability. In view of all the damage that occurs by focusing on
market share, companies would be better off not measuring it." -- J. Scott Armstrong, Wharton marketing professor.
And interesting examples of this concept cited in the article include Japan's Toyota and Canon.
And interesting examples of this concept cited in the article include Japan's Toyota and Canon.
Yes, perfect example is microsoft vs. apple competing advertisements.
Posted by ato matsumoto shoes on August 22, 2008 at 12:34 PM JST #