Morgan Stanley IM: Market Share

We study the link between some of these variables and return on investment and provide some analytical tools along the way. We finish with some case studies to see how these ideas apply to a handful of industries.

Understanding Competitive Advantage Through Market Power

• We examine whether a study of market share and related concepts can help us determine if a company has a sustainable competitive advantage.
• This takes us on a journey that includes life cycles, market share, concentration, markups, intangibles, and "superstars".
• We study the link between some of these variables and return on investment and provide some analytical tools along the way.
• We finish with some case studies to see how these ideas apply to a handful of industries.

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