Today’s central problem facing business is not a shortage of goods
but a shortage of customers. Most of the world’s industries can produce
far more goods than the world’s consumers can buy. Overcapacity
results from individual competitors projecting a greater market
share growth than is possible. If each company projects a 10 percent
growth in its sales and the total market is growing by only 3 percent,
the result is excess capacity.
This in turn leads to hyper competition.
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