Richard Miniter - The Myth of Market Share: Why Market Share Is the Fool's Gold of Business

Somehow this escaped my normally eagle eyes when it comes to all things market share. Seems as if Richard Miniter, who has an impressive career writing about the war on terror also wrote a book on market share. In it he:

skewers the sacred cow of market share and debunks the conventional wisdom that corporate profits rise as you grab more territory in the marketplace.

It's not about the size of your share but the value and trend of your share relative to your competition.

We measure this via market share vectors. More here on market share vectors.

John Moore's take on Miniter is here.

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