The authors' research reveals that the profitability relationship with market share has weakened for firms investing in value creation, especially in digital B2B contexts.
Digital transformation allows smaller firms to gain competitive advantages, challenging the traditional dominance of larger firms in market share and profitability dynamics.
Robust digital strategies can enhance the market share effects for larger firms, particularly when investments are focused on customer engagement and digital platforms.
Traditionally, market share correlates with profitability, but digitalization has created a more nuanced landscape, prompting a reevaluation of this relationship among C-suite executives.
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