--- abstract: 'Competitor-oriented objectives, such as market-share targets, are promoted by academics and are commonly used by firms. A 1996 review of the evidence, summarized in this paper, indicated that competitor-oriented objectives reduce profitability. However, we found that this evidence has been ignored by managers. We then describe evidence from 12 new studies, one of which is introduced in this paper. This evidence supports the conclusion that competitor-oriented objectives are harmful, especially when managers receive information about market shares of competitors. Unfortunately, we expect that many firms will continue to use competitor-oriented objectives to the detriment of their profitability.' altloc: - http://marketing.wharton.upenn.edu/ideas/pdf/Armstrong/myth_of_market_share.pdf chapter: ~ commentary: ~ commref: ~ confdates: ~ conference: ~ confloc: ~ contact_email: ~ creators_id: [] creators_name: - family: Armstrong given: J. Scott honourific: '' lineage: '' - family: Green given: Kesten C. honourific: '' lineage: '' date: 2006 date_type: published datestamp: 2006-10-05 department: ~ dir: disk0/00/00/51/96 edit_lock_since: ~ edit_lock_until: ~ edit_lock_user: ~ editors_id: [] editors_name: [] eprint_status: archive eprintid: 5196 fileinfo: /style/images/fileicons/application_pdf.png;/5196/1/myth_of_market_share.pdf full_text_status: public importid: ~ institution: ~ isbn: ~ ispublished: unpub issn: ~ item_issues_comment: [] item_issues_count: 0 item_issues_description: [] item_issues_id: [] item_issues_reported_by: [] item_issues_resolved_by: [] item_issues_status: [] item_issues_timestamp: [] item_issues_type: [] keywords: 'competition, market share, objectives, profitability' lastmod: 2011-03-11 08:56:38 latitude: ~ longitude: ~ metadata_visibility: show note: ~ number: ~ pagerange: ~ pubdom: FALSE publication: International Journal of Business publisher: ~ refereed: FALSE referencetext: |- Abramson C., L. 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