Business service market share, international operation strategy and performance

Purpose – This paper aims to explore the relationship between market share and performance of large accounting firms. It also investigates whether the performance of international accounting firms is better than that of non-international accounting firms. Design/methodology/approach – This paper divides the empirical analysis into two stages. The first stage constructs a multiple regression model to explore the relationship between market share, international operations and the performance of large accounting firms. The second stage uses the Tobit regression model to identify the determinants of market share of international accounting firms. Findings – Empirical results show that there is a significant, positive relationship between market share and performance, and that the performance of international accounting firms is better than that of non-international accounting firms. Second, from the perspective of business characteristics, the scope of the most international accounting firms is traditional au...