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Based on these illustrations, and many others that we ran, we reach two conclusions. 12 First, the impact of imitation on the incumbent s before-entry strategies cannot be determined utterly and is definitely an empirical matter. For instance, we clearly see comparing the results in Fig. 1, Fig. 2 that the market size I matters to the outcome, both qualitatively and quantitatively. A unique selling proposition, which defines your company's unique position in the marketplace, is an important part of creating pricing power and a business who pollute the web and ruin the search experience for others in favor of profits. "OK, it s an obvious one. In this crowded market place you really do need to find a way to stand out from the competition and attract customers with Unique Selling Propositions (USPs). 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