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Elbert Green Hubbard, who was an American philosopher and had early success as a traveling salesman for the Larkin Soap Company, said: “Competition is the life of commerce and the death of merchants”. During the last century, the progress of society passed different barriers, such as technology, economy, and different wars, as a result, different not yet occupied markets emerged, and some first companies expand their influence in it. As a result, in the modern world exist companies that control markets, which creates difficulties for entrepreneurs to stay in competition with them. Superstar companies are controlling the niches of markets, moreover, their technological performance is a competitive advantage, and the creation of powerful coalitions does not leave any changes for small entrepreneurship to survive in the market.

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