Relative market share is A Calculated by dividing a company's percentage share of total industry sales volume by the percentage share held by its largest rival B Calculated by adjusting a company's revenue share up or down by a factor proportional to whether their quality/customer service factors are above/below industry averages C Calculated by dividing a company's market share (based on dollar volume) by the industry average market share D Particularly useful in identifying cash cows and cash hogs. Cash cow businesses have big relative market shares (above 1.0), while cash hog businesses have low relative market shares (below 0.5) E Calculated by subtracting the industry average market share (based on revenue) from the company's market share to highlight relative share above/below the industry average. This amount is a better indicator of a business's competitive strength than is just looking at the firm's market share percentage