Why Market Shares Matter: An Information-Based Theory
提出一个理论，解释在消费者对产品质量信息不对称时，企业为何会争夺市场份额，即使这超出短期利润最大化的需要。
Consider a duopoly market in which consumers have heterogeneous information about the quality differential q of the two goods. When firms are ignorant about q, consumers rationally believe that a firm with high market shares is likely to produce a high-quality good. As a result, firms try to signal-jam the inferences of consumers and compete for market shares beyond the level explained by short-run profit maximization. When firms know q, multiple equilibria may exist, but there is always one equilibrium in which market shares signal quality, and then the market tends to be more competitive.