Like it or not, the foundational elements of business school teaching and research remain in-place (same as a few other fundamental models despite the guff of new words to describe basics).

Being second to market regularly is best for commercial interests. Learning from the cutting edge, particularly in frenzies of market profiteers wanting turbulence to create their margins, and placing this into the commercial context is the way to go.

If market studies show everyone in a race to the bottom, then look again at the substance of your products and services reinforce the offering while watching how to pick off others when the frenzy boys have realised they have to get out before they lose their own money as well as that of wider investors