ABSTRACT

The strategic objective of marketing activities is to drive business growth by promoting the firm’s products. Beyond merger and acquisition, organic growth can be targeted from two sources: Market Share Gain and Category Growth. Market share is often the focus for corporate objectives and used as a success measure. This research explores the relative impact of these two elements on firm growth across product category and addresses whether market share should be the main focus for all organisations. The study covers 39 consumer packaged goods’ categories from the UK and US, across 189 manufacturers over 3 to 5 years of data, post-2010. We show that firm growth through market share gain is likely to benefit small firms, and large firms’ growth is likely to be driven by category growth. The results provide empirical support in the area of business growth and how marketing plays a crucial role in this pursuit.

摘要

营销活动的战略目标是通过推广公司的产品来推动业务增长。除了并购之外，有机增长可以通过两个来源来实现：市场份额增长和类别增长. 市场份额通常是企业目标的焦点，并被用作衡量成功的标准。本研究探讨了这两个要素对跨产品类别的公司增长的相对影响，并探讨了市场份额是否应该成为所有组织的主要关注点。该研究涵盖了 2010 年后 3 至 5 年的数据，涵盖了来自英国和美国的 39 种消费品类别，涉及 189 家制造商。我们表明，通过增加市场份额来实现公司增长可能会使小公司受益，而大公司的增长可能受到品类增长的推动。结果为业务增长领域以及营销如何在这一追求中发挥关键作用提供了实证支持。