There's laws you need to follow of course. But again, market share is another interesting signal (just like a CEOs behavior) that one might use to assess if th

There's laws you need to follow of course. But again, market share is another interesting signal (just like a CEOs behavior) that one might use to assess if they think the company will have a long term ability to generate more $. But the goal is always to generate more $s in the future. Apple's shrinking market share of the smartphone market doesn't matter, because they are achieving their goal of profit generation. Blockbuster died maintaining a great market share of the video store rental market that disappeared. Netflix lost all DVD rental market share and pivoted the whole company to a streaming service. All of them the goal remains generate profits.