Def: Re-investment of Super Normal Profit into innovation to decrease LRAC
Condition: Supernormal profit in long run
i) New innovative products
ii) Lower prices over time - new tech lowering ac and lowering price
iii) High consumer surplus - increase competition
i) LR profit max - continually looking to innovate
ii) Lower costs over time
iii) Retain / increase market share + staying ahead of rivals