Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference

EMAC 2019 Annual Conference


Digital Transformation and Marketing Performance Measurement – How the “Old” Market Share-Performance Relationship Does not Hold Anymore
(A2019-8177)

Published: May 28, 2019

AUTHORS

Felix Anton Sklenarz, Kühne Logistics University; Alexander Himme, Kühne Logistics University; Alexander Edeling, University of Cologne

KEYWORDS

Financial Performance; Market Share; Digitization

ABSTRACT

Extensive research has studied the relationship between market share and financial performance. However, recently a research gap has been identified concerning the impact of digitization on this relationship. This paper addresses the issue by analyzing market share- performance elasticities for digital and non-digital companies. To develop the research hypotheses, we investigate the influence of digitization on the theoretical mechanisms behind the market share-performance relationship. Due to the impact of digitization on production and marketing activities, the main hypothesis is that the market share-performance elasticities are less positive for digital than for non-digital companies. Based on a sample including data of S&P 500 firms for the last 20 years we find significantly lower elasticities for digital than for non-digital companies. Our results suggest that companies should exercise caution when relying on market share as a metric for marketing performance measurement.