Durable ceramics, inc., provides inexpensive ceramic tile to builders of institutional buildings such as schools, prisons, and public administration buildings. it has always competed on a cost leadership basis. most of its products are purchased by a few commercial construction firms, so it is fairly dependent on these construction firms for selling its product. durable ceramic's next most-efficient competitor, cost-less ceramics, inc., earns average returns, whereas durable earns above-average returns. the commercial construction firms are putting pressure on durable to reduce its prices. if durable reduces its prices below those of cost-less's prices, it is likely that: