Is Market Share All That It's Cracked up to Be?
利用PIMS数据库检验市场份额与投资回报率的关系，发现大部分关联是虚假的，市场份额对ROI的直接作用远小于以往研究所示，建议企业更关注其他基本面因素。
The market share-ROI relationship is examined to determine the extent of the causal versus spurious association. By making use of the PIMS data base, it is found that a large proportion of the association is spurious in the sense that both market share and ROI are the joint outcome of some third factor(s). The direct impact of market share on ROI is found to be much smaller than previous studies have indicated. It is suggested that too much emphasis is placed on market share and that more attention needs to be focused on other fundamentals.