Evaluating Commercial Performance: The Role of Growth, Market Shares & Evolution Index

Abstract

This article examines the integration of three key performance indicators (KPIs)—growth, evolution index, and market share—and their collective impact on measuring commercial performance. It defines each KPI, explaining their importance: growth measures revenue and expansion, evolution index tracks innovation and adaptability, and market share assesses competitive positioning. The article discusses how these KPIs interact to offer a holistic view of performance, advances existing theories by providing a comprehensive measurement framework, and offers practical insights for managers. This article uses an integrative literature review to assess the impact of these KPIs.  It concludes by suggesting areas for future research to explore additional KPIs and their applicability in different contexts.

Key Words: Annual growth, Evolution index, Market share, commercial performance.

JEL Classification: E21, H31, C23

Type of paper: Empirical study