New Metrics For Market Share: Lessons From The Airlines

Taiichi Ohno, originator of the Toyota Production System. is famous for having advised people to ask five whys before deciding on a how. Only by questioning your assumptions over and over again, he believed, can you be sure you are dealing with the root cause of a problem. That approach is especially useful for tackling one of the trickiest challenges in business today: finding the right measures for market share. Because identifying a target market share is indispensable for strategic goal setting, senior managers must ask many questions about their businesses and about the market share measures by which they have long define d competitiveness.