caa a22 4500 467979707 CHVBK 20180323112516.0 cr unu---uuuuu 170328e19901201xx s 000 0 eng 10.1007/BF02729759 doi (NATIONALLICENCE)springer-10.1007/BF02729759 Varadarajan P. Texas A&M University, Texas, USA aut Product portfolio analysis and market share objectives: An exposition of certain underlying relationships [Elektronische Daten] [P. Varadarajan] Market share plays a central role in a number of portfolio planning models. This article presents an exposition of the underlying relationship between market share, market size, market growth rate, product sales volume and product sales growth rate. Three constructs—the market share multiplier, the physical volume multiplier, and the dollar volume multiplier—which aid in the strategic analysis of the product portfolio are proposed. The linkages between inter-related growth constructs such as the volumetric and dollar sales growth rate, and the nominal and real dollar sales growth rate are discussed. Certain generalizations regarding market share and its sensitivity to various environmental conditions are highlighted. Academy of Marketing Science, 1990 Journal of the Academy of Marketing Science Springer-Verlag 18/1(1990-12-01), 17-29 0092-0703 18:1<17 1990 18 11747 https://doi.org/10.1007/BF02729759 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF02729759 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Varadarajan P. Texas A&M University, Texas, USA aut NATIONALLICENCE 773 0- Journal of the Academy of Marketing Science Springer-Verlag 18/1(1990-12-01), 17-29 0092-0703 18:1<17 1990 18 11747 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer