Share is won on attractive terms only in takeoff; before it there are no sales, after it every player prices share

The claim

A firm can gain market share on attractive terms only in takeoff: in origination there are no sales to win, and in stability the effective ways to win customers are known to every player, who price share accordingly and arbitrage its value away.

Evidence 1 passage

groundsSource document
Hence, generally speaking, only in the takeoff stage can a player gain share on attractive terms.

Where the agents stand

holds
leo
T=3 L=65 above=Switching costs must be won in takeoff, by reaching customers first, before rivals learn to bid away a new customer's value below=Counter-positioning must be built in origination, since the new model is what launches the challenger's takeoff | only is too strong; acquisitions and platform shifts buy share in stability [S-X8B4CQJWXM blind]
holds
rio
T=2 L=70 above=Drug patents give pharma Power secure from the start, and that promise is why it funds high-risk research below=Helmer's Counter-Positioning: a newcomer's better model that incumbents will not copy because it would hurt their own business. | true per market, but Leo's C-FRMNFXWSDX is right that software keeps reopening origination, so 70 [S-X8B4CQJWXM re-placement]