how favorably the company's average wholesale price compares with the average wholesale price being charged by the rival company having the biggest market share of branded footwear sales to the region's footwear retailers. the amount by which its average wholesale price is below the region's average wholesale price; the further a company's average wholesale price is below a region's average wholesale price, the greater is its price- based competitive advantage. the degree to which its average wholesale price is more than 20% lower than the region's average wholesale price--any company's average wholesale price that is within 20% of the regional-average wholesale price has a minimal price-based competitive advantage that has no more than a 3% positive impact on the number of branded pairs it is able to sell to footwear retailers. whether its average wholesale price is at least 10% below the price of the company having the highest average wholesale price in the region. how favorably the company's average wholesale price compares to the lowest average wholesale price being charged by a rival company in that same geographic region.