The presence of switching costs would reduce the intensity of internal rivalry. Switching costs are costs that consumers incur when they switch from one supplier’s product to another’s. As such, consumers when faced with switching costs would not switch product unless a competitor can offer a major improvement in either price or performance. If switching costs are low, consumers are inclined to switch products when a competitor offers better price or service. This could result in price and service competition that would intensify the rivalry among competitors.