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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 Multiproduct Firm Use the Market Share Metric?

Should the Multiproduct Firm Use the Market Share Metric?

(p.78) 5 Should the Multiproduct Firm Use the Market Share Metric?
Fusion for Profit

Sharan Jagpal (Contributor Webpage)

Oxford University Press

This chapter examines the conditions under which the multiproduct firm should use market share as a metric for resource allocation. It distinguishes short- and long-run effects, analyze the effects of competition, and show how the discount rate affects the firm's revenue- and volume-based market shares. In particular, it shows how the firm can use marketing-finance fusion to choose the optimal performance metrics for managers so that they focus on maximizing long-run performance.

Keywords:   BCG portfolio model, discount rate, economies of scope, market share, multiproduct firm, performance metrics, product-line pricing, resource allocation

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