Those companies that don't continue to invest in new technology risk being attacked. In the late 19 th Century this comprised of ice harvesting i.e. cutting blocks out of frozen ponds. This was superceded by ice making plants and then by refrigerators. Not one company was able to survive this process of change, by adapting, as new technology arrived. When the time is right, strike quickly and decisively.
Timing is the key.
A good General reaches deep inside to find the mental will to prevail. Luck plays a part in any success. But also, they know to take full advantage when the risk pays off AND when it doesn't, they are ready to cut their losses quickly to minimise damage. A general can no more entertain fighting to the last man, than a good chess player would play an obviously lost game. All battles involve some risk.