The more, the better? Why market share often has little impact on profits
Digital transformation and the market share–profitability relationship. Notes: H1 entails a negative moderation effect, i.e., the relationship between market share and profitability is weaker for more digital companies than for less digital companies. Thus, for H2-H5, a “+” means that this negative moderation effect of H1 becomes weaker, while a “–” means that it becomes stronger. Credit: International Journal of Research in Marketing (2024). DOI:…