In the textbook example of Atlas Door, the threat of new rivals who could bring new technologies and processes to a similar business model diminishes the sustainability of the Atlas Door just-in-time model.

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A new rival could also enter the industry with a large resource base, which might enable it to price its doors well under Atlas Door to build market share (but this would likely involve pricing below cost and would be a risky and non-sustainable strategy). Finally, a rival could potentially leapfrog the technologies and processes that Atlas Door has employed and achieve competitive superiority.

In the Textbook Example of Atlas Door, the Threat of New