Maximizing market share
Textbook: Kotler, P., & Keller, K.L. (2016). Marketing Management (15th Edition, 832 pages). Boston, MA: Pearson Prentice Hall.
(Market Share vs. Profitability)
Many firms have set their goal as to maximize their market share, while some companies consider higher profitability as their main objective. However, some people believe thathigher share of the market means higher profitability. Do you agree with them? Please share your opinion and give examples to support your position.