Does Market Share Still Matter? - “we find that the positive relationship between market share and profitability generally still holds, but that it weakens with greater digital transformation. This means that market share increases translate into lower profitability gains for highly digitalized compared to less-digitalized companies. Additionally, it implies that digital transformation benefits smaller firms in particular because it leads to greater relative profitability gains for them compared to larger firms by removing some of the limitations that traditionally hindered them from becoming more profitable.” // “This means that the more digitalized a company becomes, the less upper management should rely on and prioritize market share to grow profitability. And the smaller a company is, the more it should prioritize digital transformation to boost profitability."