Does market share still matter?

Long associated with profit, market share has long ranked amongst the most important KPIs for C-suite executives, but in a world of increasing digitization, does market share still matter?

The Harvard Business Review writes that digital advances allow companies to run more efficiently by being able to analyze market data, to train custom AI models, or more precisely target customers during marketing campaigns and R&D efforts. The collection and analysis of such large data may seem more feasible for larger companies, but there may be more to the story. 

Digital solutions—such as Amazon, Facebook, Shopify and Salesforce—facilitate outsourcing and offshoring so that low market share companies can reap efficiency gains previously reserved for their larger competitors. By leveraging the fine-grained targeting options of digital advertising channels, even smaller, highly niche companies can market efficiently to their specific target group. 

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