Market sharing is no fun. The best way to go is to take all the market. Why share? Well that may be the goal but you will always have competition. If you assume that the competitor will be after your share of the market then you will take precautions to keep your share. Growing your market share is the real goal. If the market is not good for your business the increase may be the only way t survive. With a shrinking market the market share becomes more important. Createurs De Luxe is into the market share discussion and can tell you the same.