Where, Not How

New research reveals the importance of market segment over market share when it comes to growth.
Janet KersnarJuly 7, 2008

Research by McKinsey has found that where a company competes is more important than how it competes. In analysing revenue between 1996 and 2006 of 400 large-cap companies, it emerged that more than half of all of the growth of the average company was due to underlying growth in market segments, and to a lesser degree in M&A. Relatively little growth was achieved through organic gains in market share.

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