Which of the following statements about the average wholesale price a company charges footwear retailers in a given geographic region is incorrect? The further a company's average wholesale price for branded footwear sold to retailers in a geographic region is below the all$-$company regional average wholesale price, the bigger is its price$-$based competitive advantage and the bigger is the resulting positive impact of this advantage on its branded pairs sold and branded market share in the region. Any company whose wholesale price to retailers is below the regional average can widen its price$-$based competitive advantage on branded footwear sales by exerting competitive efforts strong enough to give it a competitive advantage on some or many of the other $9$ competitive factors that determine a company's branded pairs sold and market share in a region's Wholesale Segment. The further a company's average wholesale price to retailers in a geographic region is above the all$-$company regional average wholesale price, the bigger is the resulting negative impact on its branded pairs sold and branded market share and the bigger is its price$-$based competitive disadvantage on branded pair sales$/$market share. The size of any company's price$-$based competitive disadvantage in the Wholesale Segment $($and the resulting loss of unit sales and market share$)$ can be weakened by strengthening its competitive efforts and brand appeal on the other competitive factors. So long as a company has a big.price$-$based competitive advantage in a region's Wholesale Segment, it has the ability to achieve an attractively$-$large volume of branded footwear and branded market share even if it suffers from competitive disadvantages on other competitively$-$relevant factors.