Abstract
Executive Overview Imagine that your company's sole product has recently suffered a considerable market share loss, although it is still the largest selling product of its kind. You are thinking of making a radical change in your product to restore market share to traditional levels, although such a strategy may backfire and ultimately reduce market share even further. Assume an even chance for both events, and potential gains to be equivalent to potential losses. Would you agree to such a change? Now, consider that the product has recently experienced a considerable gain in market share, and is the largest selling product of its kind. You are thinking of making a radical change in your product to further increase market share, although such a strategy may backfire and ultimately reduce market share to its former level. Assume an even chance for both events, and potential gains to be equivalent to potential losses. Would you agree to such a change? Although the choices just described are objectively indis...
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