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  PIMS

4.

 

An important question about the geographic scope of PIMS industries has been raised. Since an industry's competitive environment cannot be assumed to be either stable over time or easily ascertainable, is the PIMS definition of market share/return on investment dangerously misleading? Some of the present evidence linking market share and ROI tends to be vague on this point since:

 

Although there have been other criticisms of PIMS, the crux of the criticism of the PIMS approach centers around the importance of market share.

 

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