Choose profit over market share: Profit-oriented competitive strategies in contested markets

Abstract

If there was ever an eye-opening moment for us concerning the topic of competitive strategy, then it was this: In the summer of 2003 we presented the CEO of a world-renowned public company with a sophisticated strategy that would secure its path towards profitable growth. She waited with growing impatience for the end of the presentation to crush six months of work with one sentence: "That's all very well and good. But I want to destroy my competitors!" Our objections undoubtedly earned a place in the company's history, but ultimately we failed. Three years have passed since then - three years in which the company has drastically reduced its formerly attractive margins in numerous important markets. And despite strong attacks, the company has not succeeded in ousting even one competitor from its relevant markets.

Keywords

• management
• marketing strategy
• education
• market share
• profit