?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Competitor-oriented+Objectives%3A+The+Myth+of+Market+Share&rft.creator=Armstrong%2C+J.+Scott&rft.creator=Green%2C+Kesten+C.&rft.subject=Behavioral+Analysis&rft.description=Competitor-oriented+objectives%2C+such+as+market-share+targets%2C+are+promoted+by+academics+and+are+commonly+used+by+firms.+A+1996+review+of+the+evidence%2C+summarized+in+this+paper%2C+indicated+that+competitor-oriented+objectives+reduce+profitability.+However%2C+we+found+that+this+evidence+has+been+ignored+by+managers.+We+then+describe+evidence+from+12+new+studies%2C+one+of+which+is+introduced+in+this+paper.+This+evidence+supports+the+conclusion+that+competitor-oriented+objectives+are+harmful%2C+especially+when+managers+receive+information+about+market+shares+of+competitors.+Unfortunately%2C+we+expect+that+many+firms+will+continue+to+use+competitor-oriented+objectives+to+the+detriment+of+their+profitability.&rft.date=2006&rft.type=Journal+(Paginated)&rft.type=NonPeerReviewed&rft.format=application%2Fpdf&rft.identifier=http%3A%2F%2Fcogprints.org%2F5196%2F1%2Fmyth_of_market_share.pdf&rft.identifier=++Armstrong%2C+J.+Scott+and+Green%2C+Kesten+C.++(2006)+Competitor-oriented+Objectives%3A+The+Myth+of+Market+Share.++%5BJournal+(Paginated)%5D++++(Unpublished)++&rft.relation=http%3A%2F%2Fcogprints.org%2F5196%2F