The Myth of Market Share

A Wharton marketing professor, J Scott Armstrong, recently published an article in Knowledge@Wharton on a subject matter that I've agreed with for as long as I can tell --- focusing on market share is not necessarily a good business strategy. Heck, I've posted here about how that strategy is clearly a false one in the auto industry. I'm sick to my stomach when I hear Ford or GM talk about market share. I really wish they spoke more about profits and profit margin (a concept that's clearly foreign amongst the Big 3).