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Fusion for ProfitHow Marketing and Finance Can Work Together to Create Value$
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Sharan Jagpal and Shireen Jagpal

Print publication date: 2008

Print ISBN-13: 9780195371055

Published to Oxford Scholarship Online: September 2008

DOI: 10.1093/acprof:oso/9780195371055.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 26 October 2021

Should the Firm Pursue Market Share?

Should the Firm Pursue Market Share?

(p.47) 4 Should the Firm Pursue Market Share?
Fusion for Profit

Sharan Jagpal (Contributor Webpage)

Oxford University Press

This chapter examines the conditions under which firms should pursue market share as a goal. Specifically, it focuses on the factors that determine revenue- and volume-based market share, including cost dynamics, demand dynamics, competitive reaction, cost and technological uncertainty, process innovations, and demand uncertainty. In particular, it shows how the firm can use this information to coordinate its marketing, finance, and production decisions.

Keywords:   Coase paradox, competitive reaction, cost dynamics, demand dynamics, experience curve, first-mover advantage theory, grim-trigger pricing strategy, learning curve, market share, technological uncertainty

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