Market Share as a Performance Measure: A Conceptual Framework

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.