It should be no surprise to Walls & Ceilings’ readers that the world of construction has grown increasingly more and more complex. Complexity has infiltrated all areas of construction from design, code compliance, risk management, estimating, supervision, change orders, bonding, etc. It now appears there is no area of construction that is without complication. Systems, assemblies and options for architects and contractors have never been so overwhelming. While this bounty of options and choices has benefits, there is also a downside. It is the fight for market share.
Market share is defined as the percentage of a market, as defined by units or revenue dollars, accounted for a particular product or entity. Marketing professionals have complex formulas to determine the real market share of a brand or company. The fight for market share is often brutal—and much like a political campaign—playing dirty is a proven strategy that can yield winning results. This means that it is not always innovation or better products that win. If trashing a competitor or overstating ones value gets market share, so be it. Like war, all is fair in the constant battle for more market share.