When one store stays open late to gain an advantage, its competitors begin to stay open late, too. At this point the first store is no better off than it was before, but now every store has additional expenses. This illustration is an example of what Frank and Cook call a

Positional Arms Race

Explanation:

In the positional Arms Race, one of the competitor tries to increase its sales by offering more to its customer which would also encourage its competitor to offer more to its customers. This is because the competitor will try to retain his customers for the long term that other competitor wants to win.

As in this case, the company has began to stay open late, though it will increase its sales initially but later it would encourage its competitor to do so which will result in decline in value to company as it will increase the cost of both competitors and will not be generating enough value for the companies. This phenomenon is often referred to as Positional Arms Race.

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