The Fundamentals of Market Share: Power Laws and Preferential Attachment

The concept of market share is an ubiquitous measure in marketing and business in general, and often taken for granted.

The Fundamentals of Market Share: Power Laws and Preferential Attachment

Kyle Findlay Research & Development Executive The TNS Customer Equity Company Prepared for the South African Market Research Association (SAMRA) Conference, May 2009

Email: Kyle.Findlay@TNS-Global.com

ABSTRACT:

This paper looks at how market share forms. Market share is a ubiquitous measure that forms the basis of most marketing initiatives and metrics. However, the dynamics that lead to the formation of market share are generally taken for granted. The author summarises the background thinking behind how market share forms, introduces the reader to the mechanics at play, looks at how...

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