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A final component that you have to keep an eye on are new developments in technology. New technology may make things possible that were not possible before. But, at least as important, if your competitor is using the technology and you are not, you may lose your advantage and then market share and then go out of business. It, therefore, is important to incorporate new technology related to, for example, measuring complex phenotypes or estimating breeding values using genomic information, even before it is completely clear what the benefits are. Because if you don’t use it and your competitor does, and it appears to be a beneficial technology, you are too late. You will have lost the lead you may have kept if you would have used the technology from the start. In practice this is what you see happening a lot. New technologies are adopted before it is completely clear how beneficial they will be, because the competitors are using it too. To avoid being too late, it is important to jump in in time.

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