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Market share is classified among the “sales market-oriented metrics of marketing planning.” Market share delineates a subset from a total set—the so-called relevant market. In this context, the subset (e.g., the sales of bicycles by a particular company) is related to the relevant market (e.g., the total sales of all bicycles), resulting in a proportion.

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Fundamentals and State of the Academic Discussion on Market Share

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  • 发表日期：

    2026年

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  • Philipp Brüggemann

摘要

Market share is classified among the “sales market-oriented metrics of marketing planning.” Market share delineates a subset from a total set—the so-called relevant market. In this context, the subset (e.g., the sales of bicycles by a particular company) is related to the relevant market (e.g., the total sales of all bicycles), resulting in a proportion.