Examines the position of medium‐market‐share companies in relation to their smaller and larger counterparts and compares the inherent competitive advantages and disadvantages. Highlights the options available to such companies attempting to change their position, e.g. increasing market share or concentrating on specific profitable core accounts. Considers the relationship between market share and profitability. Concludes that such companies require product differentiation and a high‐level of customer orientation in order to compete successfully.
Kuzma, A.T. and Shanklin, W.L. (1992), "How Medium‐market‐share Companies Achieve Superior Profitability", Journal of Business & Industrial Marketing, Vol. 7 No. 3, pp. 29-39. https://doi.org/10.1108/08858629210035391Download as .RIS
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