Article

Route to a brand's best strategy

Route to a brand's best strategy

New findings challenge the belief that market share alone correlates with profitability.

By Cyrus Jilla, Nicolas Bloch and Vijay Vishwanath

  • min read

Article

Route to a brand's best strategy
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New findings challenge the belief that market share alone correlates with profitability. Bain & Company's analysis of 200 brands shows that products at the high end stand to earn considerably more with a smaller share of the overall product category.

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Published in April 2005
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