A. Edeling and A. Himme What Is the Relationship Between Market Share and Financial Firm Performance?

Alexander Edeling is a Postdoctoral Researcher in Marketing at the University of Cologne. He has recently been a visiting researcher at Boston University. Edeling’s main research interests include marketing performance management, digitization, pricing and sponsorship. His work has been published in journals such as Journal of Marketing and Journal of Marketing Research. In 2017, he was the winner of the Horizont Foundation Dissertation Award as well as the University of Mannheim’s Institute for Market-Oriented Management Dissertation Award.

Alexander Himme is Associate Professor of Management Accounting at Kühne Logistics University, Germany. Having previously worked at the University of Cologne and at Vlerick Business School, Himme has also held visiting scholarships at Stanford and UCLA. His main research interests include Marketing Accountability, Performance Measurement Systems and Market Entry Strategies. Himme received the best paper award at the EIASM Interdisciplinary Workshop on Intangibles and Intellectual Capital in 2018.

Area of Research

Business Administration

since 2018

Alexander Himme: Associate Professor for Management Accounting

Kühne Logistics University (more details)

since 2016

Alexander Edeling: Postdoctoral Researcher

University of Cologne (Universität zu Köln)

Chair for Marketing and Market Research (Prof. Dr. Marc Fischer)


Alexander Himme: Habilitation

University of Cologne (Universität zu Köln)

Chair for Marketing and Market Research, Granting of the "Venia Legendi" for Business Administration


Alexander Edeling: Ph.D.

University of Cologne (Universität zu Köln)

Title: Essays on Strategic Marketing Behavior and Its Financial Performance Implications, Summa Cum Laude

- Alexander Himme: Journal of Marketing, International Journal of Research in Marketing, Journal of Management Control, Journal of Business Economics, and Journal of Cost Management

- Alexander Edeling: Journal of Marketing, Journal of Marketing Research


- A. Himme and A. Edeling: Nomination for the Best Paper Award of the German Academic Association for Business Research (Verband der Hochschullehrer für Betriebswirtschaft)

- Alexander Himme: Best Teaching Award KLU (2016/2018)

- Alexander Edeling: Junior Teaching Award of the WiSo Faculty of the University of Cologne (2019)

- Alexander Edeling: DAAD scholarship for a research visit at Boston University in the fall semester 2019/2020

© KLU/Christin Schwarzer

Kühne Logistics University

Hamburg, Deutschland

Kühne Logistics University – Wissenschaftliche Hochschule für Logistik und Unternehmensführung (KLU) – is a private university located in Hamburg’s HafenCity. The independent, state-certified university’s major research areas are Sustainability, Digital Transformation and Value Creation in the fields of Transport, Global Logistics, and Supply Chain Management.

KLU is one of very few private universities in Germany entitled to confer their own PhDs. According to the 2019 WirtschaftsWoche ranking, KLU is ranked among the top 20 of all universities in German-speaking countries in the field of Business Administration. Among private universities KLU scores No. 2. In the latest CHE university ranking, KLU obtained the highest marks for all major criteria.

With one BSc and three MSc degree programs, a structured doctoral program, and a part-time Executive MBA, KLU offers its 400 full-time students a high level of specialization and excellent learning conditions. KLU has an international team of 24 professors who teach in English. In open, tailor-made management seminar series, industry specialists and managers alike benefit from the application of academic findings to practical issues.

Partner University

University of Cologne, Department of Marketing

Founded in 1388, the University of Cologne (UoC) is the second oldest German university, and one of the largest in terms of number of students. Its heritage goes hand in hand with a thoroughly modern outlook. The UoC is one of the leading German research universities with an increasing international reach. The university has a culture which supports individual research as well as medium and large scale collaborative projects. UoC’s flexible approach allows it to reward individual excellence, develop promising fields, build up critical mass and embrace emerging new fields. Research is conducted in six faculties and in a number of cross-faculty research centers. The Faculty of Management, Economics, and Social Sciences is one of the leading research institutions of its kind in Europe, with the marketing department as one of its main pillars. This is highlighted by the fact that it is the best German-speaking department in the UT Dallas Top 100 Business School Ranking in the top 4 marketing journals in the 5-year time period 2016-2020.


Increasing market share is a central aim for many businesses. In this video, ALEXANDER EDELING and ALEXANDER HIMME ask whether the pursuit of market share should retain its primacy in the era of globalization and digitization. Employing a meta analysis and drawing on data collected in 89 individual empirical studies, the authors assert that marketing assets like customer relationship and brands have a much more significant impact on financial firm performance than market share. The research has direct implications not only for performance measurement systems but also for the design and allocation of marketing budgets.

LT Video Publication DOI: https://doi.org/10.21036/LTPUB10813

When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance Relationship

  • Journal of Marketing
  • Published in 2018
"When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance Relationship." Journal of Marketing 82 (2018): 1–24. doi:10.1509/jm.16.0250.