Companies that dominate an industry usually do so
by developing a competitive advantage, often control
of a unique resource or a superior technology, that
allows them to manufacture products at a lower cost
than their competitors can. Nondominant companies
that seek to increase their share of the market
generally must endure drastically lower profit margins
as they win customers away from the dominant
companies by matching their prices. Companies that
increase their market share in this way and do not
change their disadvantage in production costs relative
to those of the dominant companies will, therefore,
eventually lose their recently won market share as
prices return to normal levels.
Which of the following is an assumption upon which
the conclusion of the argument depends?
Few companies lacking competitive advantages
in costs of production that have
increased their market share will sustain
price margins lower than those of firms with
production cost advantages.
Dominant companies generally cannot maintain
their competitive advantage over long
periods of time unless they acquire additional
unique resources or develop improved
technology.
Nondominant companies can improve their
competitive positions by developing unique
resources or technological innovations
similar to those of dominant companies.
A dominant company with a competitive
advantage generally will not lower its prices
to undercut those of a firm that lacks competitive
advantages in production costs.
Acquiring unique resources or developing
superior technology is a difficult undertaking
that requires substantial investment on the
part of a company seeking to gain a competitive
advantage in production costs.