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Science Video: Market Share Impact is Lower than Expected

Dr. Alexander Edeling, postdoctoral researcher at the Marketing Area, has produced a science video on his Journal of Marketing article “When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance Relationship“. The article was among the three most often shared publications of this internationally leading scientific marketing journal in 2018 (source: Altmetric Attention score) and was nominated for the “Best Paper Award” of the German Academic Association of Business Research (VHB) in 2019. Together with his co-author Prof. Dr. Alexander Himme from KLU, Dr. Edeling makes the findings and implications of the article available to everyone interested in strategic marketing. You find the video here.