Market Share Effects of Market Orientation and Product-Market Growth Strategy

Abstract

The paper presents an empirical examination of the relationship of an organization's growth strategy and market orientation to perceptions of market share using a sample of executives in the financial services industry. The author finds no interactions between market orientation and growth strategy towards market share. Nor are there any main effects of market orientation or product growth strategy in relation to perceived market share performance. But, market growth strategy does show a mam effect. Growth emphasizing both new and current markets leads to the higher share.