Hypercompetition is a state of perpetual change in the rules of competition within an industry. Since these rules are in a constant state of flux, organizations can't sustain competitive advantage forcing them to vigorously and continuously compete in cost and quality, timing and know-how, strongholds and market invasion, and the deep pockets of competitors. Requiring a constant reinventing of competitive advantage, an organization achieves the greatest advantage by competing against its own areas of streng