How does intense competitive rivalry generally affect an industry?

Intense competitive rivalry within an industry often leads to a dynamic and challenging business environment, which necessitates constant innovation and price adjustments. When firms compete vigorously, they are driven to differentiate their products and services to attract and retain customers. This can result in frequent updates to offerings, enhancements in quality, and better customer service as companies strive to outdo one another.

Additionally, as firms seek to capture a larger market share, they may engage in price wars, reducing their prices to attract customers. This demand for regular innovation and adaptations to pricing strategies reflects the need to stay competitive in a crowded marketplace, thereby making option B the most accurate representation of the effects of intense rivalry.

In contrast, choices indicating increased profitability for established firms or simplified market entry do not hold in scenarios of fierce competition. Similarly, intense rivalry usually detracts from customer loyalty rather than ensures it, as consumers are more likely to switch brands for better prices or innovations.