Including market share as an objective in a business strategy is appropriate in all of the following cases EXCEPT when ________.
A) customer loyalty is hard to measure
B) industries plan to set standards
C) new entrants need to be barred
D) ancillary sales are anticipated

Question

Quizplus · Accepted Answer

Market share should not be pursued as an objective when customer loyalty is hard to measure. In such cases, other metrics such as customer satisfaction, customer retention, or customer lifetime value may be more appropriate. In the other cases mentioned (B, C, and D), market share can be a relevant and valid objective in a business strategy.

Including Market Share as an Objective in a Business Strategy