Competitor-oriented objectives: the myth of market share Armstrong, J. Scott Green, Kesten C. 10.4225/03/5934bab5af3ab https://bridges.monash.edu/articles/journal_contribution/Competitor-oriented_objectives_the_myth_of_market_share/5072527 Competitor-oriented objectives, such as market-share targets, are promoted by academics and are common in business. A 1996 review of the evidence indicated that this violation of economic theory led to reduced profitability. We summarize the evidence as of 1996 then describe evidence from 12 new studies. All of the evidence supports the conclusion that competitor-oriented objectives are harmful. However, this evidence has had only a modest impact on academic research and it seems to be largely ignored by managers. Until this situation changes, we expect that many firms will continue to use competitor-oriented objectives to the detriment of their profitability. 2017-06-05 01:58:12 Objectives Profitability Competition monash:7430 2005 1959.1/42228 Market share