“…The profit impact of marketing strategy (PIMS) research found that firms with a larger market share increase the amount of profit that the firms earn (Buzzell and Gale, 1987). The leading firm can set the price in the industry, and followers have little chance of taking over the lead (Chu et al, 2007), thus allowing the leading firm to continue to control the market. Firms with a large market share have various advantages, including economies of scale, market power, and quality of management (Buzzel et al, 1975;MacMillan et al, 1982;Smirlock, 1985;Oustapassids et al, 2000).…”