If you have the right to ask for price and the right to technological innovation, you will obtain a monopoly position in the same industry through product innovation, which means scarcity. Secondly, the company will choose the best price according to the consumers' demand, and increase sales through continuous business activities such as promotions and discounts.

If the owner of a chain restaurant branch, does not have the right to ask for price and the right to technological innovation, such as a KFC or McDonald's branch owner. Can only through the quality of service, clean environment, to obtain the favor of consumers.