In a bit of spin, Coca-Cola eventually claimed that both formulas actually increased their share of the cola market, and some conspiracy theorists even insinuated that this was actually a brilliant, secret strategy intended to regain loyalty of Coca Cola drinks that have been switching to Pepsi.

FORBES: Maker's Mark's Plain Dumb Move Proved To Be Pure Marketing Genius

And despite what sound like large investments in new oil fields in Russia and elsewhere, Saudi Arabia's share of the world oil market will actually grow over the next two decades simply because it has such huge reserves of cheap oil.

ECONOMIST: The future of energy

Apple actually increased its share of the global PC market to 9% in the third quarter of 1995 from 7.4% in the April to June period.

CNN: Getting Ready for Asia's PC Wars

Despite gross inefficiencies like this, the SOE share of the total A-share market capitalization has actually increased, jumping from 65% just a decade ago to approximately 75% today.

FORBES: Chinese Stock Market -- Buy In or Buyer Beware?

Data accumulated by Reuters on cellphone unit sales by each manufacturer indicate that Motorola actually lost about 1.1 percentage points of market share in the third quarter to Nokia which slashed prices to gain share.

FORBES: Magazine Article

Data accumulated by Reuters on cellphone unit sales by each manufacturer indicate that Motorola actually lost about 1.1 percentage points of market share in the third quarter to Nokia (nyse: NOK - news - people ) which slashed prices to gain share.

FORBES: Motorola Rolls In The Wrong Direction

Though flagship brand Marlboro actually increased its share slightly to 43.6 percent of the shrinking U.S. market customers still bought 5.5 percent fewer packages.

FORBES: Altria Group: E-Cigarettes Or Die?

Social media over the past couple of years including LinkedIn have actually lost market share.

FORBES: Connect