The rivalry among competing sellers tends to be less intense when?

The intensity of rivalry among competing sellers is typically less pronounced when rivals are focused on improving their market position rather than engaging in aggressive competition against each other. When companies direct their efforts towards innovation, enhancing product quality, or expanding their market presence, the focus shifts from direct price competition or fighting for market share. This environment can lead to cooperative benchmarks where companies might be more inclined to innovate rather than undercut each other, which can stabilize pricing and reduce aggressive competition.

In contrast, when industry conditions lead competitors to cut prices or when buyer demand is weak, rivalry tends to increase as sellers try to attract a limited number of customers. Similarly, competition that encourages innovation, while beneficial overall, can still lead to intense rivalry as companies vie to be the first or best at delivering new products or enhancements, sparking battles for consumer attention. Therefore, when rivals are more engaged in enhancing their positions rather than directly competing with one another, the overall intensity of competition diminishes.