Price vs Volume Growth

It looks like you can justify a response to this question either way. I'd say it depends on the industry... and your bias. If we are in a high volume, low margin industry, where we are price takers, then an increase in a volume sold would imply either an overall market growth or higher market share captured--something that we like. On the other hand, if we are in a niche environment with high product differentiation and higher margins, an increase in the product price without a significant drop in demand means we are attracting customers presumably because of our products' uniqueness. Since I don't like the idea of a product being a commodity, I would prefer price-driven growth because it would allow us more wiggle room, at least short term, should consumer preferences change (i.e. slash the prices, change product features/services).