Hypercompetition is a term that refers to a situation in the market at a time when technology or supplies of the companies are so new that standards and rules of mutual rivalry are still produced, thus, competitive advantages arise, however they are not sustainable (Kotler, Caslione, 2009).
Hypercompetition is characterized by intense competitive action and rapid innovation, to which the other competitors must respond quickly. Just so they can create their own competitive advantages and eliminate the benefits of their rivals.
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