Attrition competition is a race to the bottom, lowering prices and revenue, reducing customer service and product or service quality. Attrition is a strategy that hopes to outlast or outfight a competitor. When a competitor has a dominant position over another, plenty of time and deep pockets, attrition makes some sense.

However, when competitors are relatively equal, or product lifecycles are short, or consumer demands are changing, scale and size matter less than agility, speed and innovation. The emerging competitive reality favors adapting more maneuver strategy. Companies that compete on speed, agility, adaptiveness, innovation and other maneuver factors will win more at lower costs.

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