A Strategic Overview Total per unit costs decline systematically by as much as 15-25% every time cumulative production experience doubles. Costs decline due to a variety of factors, such as the learning curve, substitution of labor for capital (automation), and technological sophistication. • A company can always improve its cost structure; • Competitors have varying cost positions based on their experience; • Firms could achieve lower costs through higher market share, attaining a competitive advantage; and • An increased focus on empirical evidence