Multiple Choice

Two competing companies are deciding whether to switch to a new, sustainable packaging material. The most profitable outcome for both is if they both switch. However, a stable outcome also exists if they both continue using the old, less sustainable material. If one switches and the other doesn't, the one who switches incurs high costs for a minimal market advantage. Which factor is most critical in leading both companies to get 'stuck' in the less profitable, less sustainable outcome?

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Updated 2025-08-15

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