In general, much more room exists in most industries for differentiated business strategies than for low-cost strategies. Ultimately, only one company can survive as the true low-cost provider in an industry. Being the second-lowest or third-lowest provider does not typically work well as a marketing strategy. In some industries, several companies compete as low- cost providers, but most often, one company wins out or limited profits are spread around. Thus, any companies not wanting to engage in a high-risk battle as a low-cost provider must opt for a differentiated approach.