During price war, both companies lose money. And at the end, one of them - usually the smaller, younger, less known one or the one with less significant backing - leaves the market. The company which stays, reclaims its monopolistic position, but with high losses the company might not recover from. The company which declared the price war counts with restoring the prices and heal its profit wounds, as soon as it reclaims the monopolistic position. In general, the longer the war takes, the higher the losses are and the higher the long-term profit must be. If the market as a whole develops well and healthy, it is usually better for the companies on it not to provoke a price war. It is clear that nobody wins in a price war – one of the companies has to leave the market and the other one is weakened and its war expenses have to be paid by the previously satisfied customers.