A. Edeling and A. Himme What Is the Relationship Between Market Share and Financial Firm Performance?
© KLU/Christin Schwarzer
Kühne Logistics UniversityHamburg, 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.
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