When the Competition Eats Your Lunch: The Price Disruption That's Coming for Every Industry

In an era where the global business landscape is undergoing rapid transformation, price disruption is sweeping across industries at an unprecedented pace. The scenario of a competitor launching a comparable product at a mere 10% of the original price isn't science fiction—it's an ongoing reality reshaping markets worldwide. Against the backdrop of economic slowdowns and intensifying international competition, neither established European enterprises nor innovative American firms can rely on geographical protectionism to shield themselves from disruption. Traditional business models are faltering under these new challenges, with companies facing the erosion of market share and the obsolescence of once-dominant competitive advantages.

DUSA June Roundtable will delve into the complacency traps that companies fall into during prosperous times, unveil the innovative competitive logics fueling price disruption, and offer practical survival strategies spanning strategic transformation to digital revolution.

Part I: The Perfect Storm of Complacency

The Good Times Trap

• Why companies stop innovating when business is booming
• The illusion of invincibility during economic upturns
• Case study: How market leaders get blindsided

The Arrogance Factor

• "They're not good enough" - The dangerous dismissal
• Quality assumptions that no longer hold
• The 10-15 year wake-up call

Economic Reality Check

• What happens when the tide goes out
• Existing customers buy less or disappear
• The magic sauce stops working

Part II: The New Rules of Disruption

The 10% Solution Strategy

• How disruptors avoid head-to-head competition
• Reducing scope, not just price
• Creating new product categories at fraction of cost

Beyond Price: The Speed Advantage

• Quick, nimble, flexible vs. slow and bureaucratic
• Customer-centricity as competitive weapon
• Digital integration as standard, not exception

The Global Reality

• From China to your doorstep
• European factories, American expansion
• Why geographic protection is dead

Part III: Fighting Back - The Survival Playbook

Strategy 1: Find Your Unmatched Value

• What can you do that they can't?
• Pre-sale co-development with customers
• Post-sale service excellence
• Niche specialization opportunities

Strategy 2: Speed Up or Die

• Becoming agile in traditionally slow organizations
• Customization as competitive advantage
• Breaking bureaucratic chains

Strategy 3: Digital Transformation Reality

• Why invention doesn't equal implementation
• Learning from disruptors' digital playbook
• Industry 5.0 while you're stuck in 4.0

Strategy 4: New Market Development

• Why you should have started years ago
• Better late than never approach
• Long-term investment mindset

Part IV: The Existential Choice

Face the Truth

• Honest assessment: What's working, what's not
• The real threat beyond just losing China
• Losing your entire business model

Three Paths Forward

1. Transform: Change your DNA to compete
2. Adapt: Find partnership/acquisition opportunities
3. Exit: Close shop before losses mount