Think Outside the Box and Move Beyond the Market Share

Volume: 6 Number: 4 September 1, 2016
  • Shakir Hafeez
  • Kinza Munaf
  • Komal Zahid
  • Madiha Tariq
  • Shaza Shabbir
  • Sana Khan
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International Review of Management and Marketing
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Think Outside the Box and Move Beyond the Market Share

Abstract

This research paper contributes to the newly emerged area of research that has shifted the focus of the marketers and concerned stakeholders from the conventional evaluation and assessment of measuring a company's true success; that is from market share to share of heart and share of mind. A qualitative focused group approach was applied to the study by taking two industries: black tea and cellular telecommunication services. A total of 73 subjects were taken. Among which some were tea drinkers and some were cell phone users. It was found that the brands that had high market share did not usually have high heart share and mind share. Having a larger market share does not necessarily mean being successful in its true sense and meaning. People might just be using a brand simply because they don't have a choice. To be a winning brand with having success on all its facets and areas the marketers and concerned parties should not only focus on increasing the number of users but also focus on capturing more mind share and heart share as only then they can truly have an iconic brand.

Keywords

Details

Primary Language

English

Subjects

-

Journal Section

-

Authors

Shakir Hafeez This is me

Kinza Munaf This is me

Komal Zahid This is me

Madiha Tariq This is me

Shaza Shabbir This is me

Sana Khan This is me

Publication Date

September 1, 2016

Submission Date

September 1, 2016

Acceptance Date

-

Published in Issue

Year 2016 Volume: 6 Number: 4

IZ

https://izlik.org/JA89BF56XN

Cite

RIS / Bibtex
APA
Hafeez, S., Munaf, K., Zahid, K., Tariq, M., Shabbir, S., & Khan, S. (2016). Think Outside the Box and Move Beyond the Market Share. International Review of Management and Marketing, 6(4), 1048-1054. https://izlik.org/JA89BF56XN
AMA
1.Hafeez S, Munaf K, Zahid K, Tariq M, Shabbir S, Khan S. Think Outside the Box and Move Beyond the Market Share. IRMM. 2016;6(4):1048-1054. https://izlik.org/JA89BF56XN
Chicago
Hafeez, Shakir, Kinza Munaf, Komal Zahid, Madiha Tariq, Shaza Shabbir, and Sana Khan. 2016. “Think Outside the Box and Move Beyond the Market Share”. International Review of Management and Marketing 6 (4): 1048-54. https://izlik.org/JA89BF56XN.
EndNote
Hafeez S, Munaf K, Zahid K, Tariq M, Shabbir S, Khan S (September 1, 2016) Think Outside the Box and Move Beyond the Market Share. International Review of Management and Marketing 6 4 1048–1054.
IEEE
[1]S. Hafeez, K. Munaf, K. Zahid, M. Tariq, S. Shabbir, and S. Khan, “Think Outside the Box and Move Beyond the Market Share”, IRMM, vol. 6, no. 4, pp. 1048–1054, Sept. 2016, [Online]. Available: https://izlik.org/JA89BF56XN
ISNAD
Hafeez, Shakir - Munaf, Kinza - Zahid, Komal - Tariq, Madiha - Shabbir, Shaza - Khan, Sana. “Think Outside the Box and Move Beyond the Market Share”. International Review of Management and Marketing 6/4 (September 1, 2016): 1048-1054. https://izlik.org/JA89BF56XN.
JAMA
1.Hafeez S, Munaf K, Zahid K, Tariq M, Shabbir S, Khan S. Think Outside the Box and Move Beyond the Market Share. IRMM. 2016;6:1048–1054.
MLA
Hafeez, Shakir, et al. “Think Outside the Box and Move Beyond the Market Share”. International Review of Management and Marketing, vol. 6, no. 4, Sept. 2016, pp. 1048-54, https://izlik.org/JA89BF56XN.
Vancouver
1.Shakir Hafeez, Kinza Munaf, Komal Zahid, Madiha Tariq, Shaza Shabbir, Sana Khan. Think Outside the Box and Move Beyond the Market Share. IRMM [Internet]. 2016 Sep. 1;6(4):1048-54. Available from: https://izlik.org/JA89BF56XN