It is found that market share is the main source of profit. However, the sustained market share mainly comes from the leading position of "relative quality of products or services perceived by customers". "Relative" means to compare with competitors, and "sensible" means to look at problems from the standpoint of users rather than manufacturers. Relative quality is the most important factor that affects a business unit's (long-term) achievements. When we study the methods to maintain the leading position of value, we will find that the change of relative quality has a much greater impact on market share than the change of price.
