Resumo

MARDONES POBLETE, Cristian Alejandro  e  GARATE SEPULVEDA, Cristián Enrique Sebastián. Elements of marketing strategy and its effect on market share in chilean industry. Contad. Adm [online]. 2016, vol.61, n.2, pp.243-265. ISSN 0186-1042.  https://doi.org/10.1016/j.cya.2015.12.003.

This study examines how the elements of marketing strategy affect market share. To do this, data from the Annual National Industrial Survey (ENIA) conducted annually in Chile between 2000 and 2012 are used. By applying the method of pseudo-panel with Chilean industrial establishments' data, we conclude that market share is affected by the membership of a particular economic sector rather than variables associated with marketing decisions. Therefore, we decided to perform again the analysis by industrial sector, finding statistically significant impacts of marketing variables in some sectors. In particular, spending on advertising and promotion has a positive effect on market share to 45% of the analyzed economic sectors and also it is marketing variable that generates a greater impact on market share.

Palavras-chave : Market share; Pseudo-panel; Marketing.

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