The growing number and increasing u

The growing number and increasing ubiquity of lean competitors means that copycat versions of most new products will be available within months, not years. So if market leaders can't recover costs as they used to, they have no choice but to manage costs from the design phase forward and to launch products at prices that will attract broad segments of customers and forestall imitation. How long they can hold on to their market, then, will often depend on how quickly they can offer greater functionality without raising price