{"id":14,"date":"2022-11-03T09:53:25","date_gmt":"2022-11-03T09:53:25","guid":{"rendered":"https:\/\/qualeinvestments.be\/?page_id=14"},"modified":"2026-07-13T11:03:03","modified_gmt":"2026-07-13T11:03:03","slug":"home","status":"publish","type":"page","link":"https:\/\/bacc.eu\/fr\/","title":{"rendered":"Accueil"},"content":{"rendered":"<div data-elementor-type=\"wp-page\" data-elementor-id=\"14\" class=\"elementor elementor-14\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3e0c4e3 e-flex e-con-boxed e-con e-parent\" data-id=\"3e0c4e3\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-6251507 e-con-full e-flex e-con e-child\" data-id=\"6251507\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-835f045 elementor-invisible elementor-widget elementor-widget-image\" data-id=\"835f045\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeInLeft&quot;}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"989\" src=\"https:\/\/bacc.eu\/wp-content\/uploads\/2026\/05\/banner-2x-1024x989.png\" class=\"attachment-large size-large wp-image-541\" alt=\"\" srcset=\"https:\/\/bacc.eu\/wp-content\/uploads\/2026\/05\/banner-2x-1024x989.png 1024w, https:\/\/bacc.eu\/wp-content\/uploads\/2026\/05\/banner-2x-300x290.png 300w, https:\/\/bacc.eu\/wp-content\/uploads\/2026\/05\/banner-2x-768x742.png 768w, https:\/\/bacc.eu\/wp-content\/uploads\/2026\/05\/banner-2x-1200x1159.png 1200w, https:\/\/bacc.eu\/wp-content\/uploads\/2026\/05\/banner-2x.png 1203w\" sizes=\"(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b56a9b4 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"b56a9b4\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-96de8bd elementor-widget elementor-widget-heading\" data-id=\"96de8bd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Redynamiser la comp\u00e9titivit\u00e9 industrielle gr\u00e2ce \u00e0 une politique climatique efficace<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-bc9219e elementor-widget elementor-widget-button\" data-id=\"bc9219e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/bacc.eu\/fr\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contactez-nous<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b3f350f e-flex e-con-boxed e-con e-parent\" data-id=\"b3f350f\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-65d618b elementor-widget elementor-widget-spacer\" data-id=\"65d618b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-c15017e e-flex e-con-boxed elementor-invisible e-con e-parent\" data-id=\"c15017e\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-41d21a7 e-con-full e-flex e-con e-child\" data-id=\"41d21a7\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-944c04d elementor-widget elementor-widget-heading\" data-id=\"944c04d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Nos domaines d'intervention<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e706c4 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"5e706c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La BACC aide les clients \u00e0 prot\u00e9ger les objectifs \u00e9nerg\u00e9tiques et climatiques de l'UE, ainsi qu'\u00e0 am\u00e9liorer les conditions favorables dont l'industrie a besoin pour r\u00e9aliser la transition.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-8b207b9 e-grid e-con-boxed e-con e-parent\" data-id=\"8b207b9\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-cc99598 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"cc99598\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;,&quot;animation_delay&quot;:&quot;100&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-85c37d5 elementor-widget elementor-widget-heading\" data-id=\"85c37d5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Climat et politique industrielle<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e634b7 elementor-widget elementor-widget-text-editor\" data-id=\"8e634b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>ETS, MACAM et transition industrielle.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ada4f73 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"ada4f73\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;,&quot;animation_delay&quot;:&quot;200&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0839b04 elementor-widget elementor-widget-heading\" data-id=\"0839b04\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">\u00c9nergie propre abordable<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce79531 elementor-widget elementor-widget-text-editor\" data-id=\"ce79531\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>March\u00e9s de l'\u00e9lectricit\u00e9, r\u00e9seaux et PPA.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-f633f5f e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"f633f5f\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;,&quot;animation_delay&quot;:&quot;300&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3db57be elementor-widget elementor-widget-heading\" data-id=\"3db57be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Technologies propres et commerce<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83105db elementor-widget elementor-widget-text-editor\" data-id=\"83105db\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0La protection contre la concurrence d\u00e9loyale<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-dd42ba2 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"dd42ba2\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;,&quot;animation_delay&quot;:&quot;400&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c7bc6b7 elementor-widget elementor-widget-heading\" data-id=\"c7bc6b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Cr\u00e9ation de coalition<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b351668 elementor-widget elementor-widget-text-editor\" data-id=\"b351668\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0Construire des voix industrielles align\u00e9es \u00e0 Bruxelles.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-06a1f90 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"06a1f90\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;,&quot;animation_delay&quot;:&quot;500&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d5c8b1e elementor-widget elementor-widget-heading\" data-id=\"d5c8b1e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Positionnement strat\u00e9gique<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-316002c elementor-widget elementor-widget-text-editor\" data-id=\"316002c\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Des r\u00e9cits qui r\u00e9sonnent aupr\u00e8s des d\u00e9cideurs politiques.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3874791 e-con-full e-flex elementor-invisible e-con e-child\" data-id=\"3874791\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;animation&quot;:&quot;fadeInUp&quot;,&quot;animation_delay&quot;:&quot;600&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1255706 elementor-widget elementor-widget-heading\" data-id=\"1255706\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h5 class=\"elementor-heading-title elementor-size-default\">Intelligence politique<\/h5>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7117d86 elementor-widget elementor-widget-text-editor\" data-id=\"7117d86\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Premiers aper\u00e7us des futurs dossiers de l'UE.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-3cb4d10 e-flex e-con-boxed e-con e-parent\" data-id=\"3cb4d10\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bb6e620 elementor-widget elementor-widget-spacer\" data-id=\"bb6e620\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7610173 e-flex e-con-boxed e-con e-parent\" data-id=\"7610173\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-35c416f elementor-widget elementor-widget-spacer\" data-id=\"35c416f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6a9a6dd e-flex e-con-boxed e-con e-parent\" data-id=\"6a9a6dd\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-995e518 e-con-full e-flex e-con e-child\" data-id=\"995e518\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6a9b9f5 elementor-widget elementor-widget-spacer\" data-id=\"6a9b9f5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c04336 elementor-widget elementor-widget-heading\" data-id=\"0c04336\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Fa\u00e7onnons l'avenir industriel de l'Europe<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-033427e elementor-widget elementor-widget-spacer\" data-id=\"033427e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-cc37779 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"cc37779\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/bacc.eu\/fr\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contactez-nous<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ebcf77 elementor-shape-rounded elementor-grid-0 e-grid-align-center elementor-widget elementor-widget-social-icons\" data-id=\"5ebcf77\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"social-icons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-social-icons-wrapper elementor-grid\">\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-linkedin elementor-repeater-item-bd169a9\" href=\"https:\/\/www.linkedin.com\/company\/bacc-eu\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Linkedin<\/span>\n\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fab fa-linkedin\"><\/i>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>R\u00e9tablir la comp\u00e9titivit\u00e9 industrielle gr\u00e2ce \u00e0 une politique climatique efficace Contactez-nous Nos domaines d'intervention BACC aide ses clients \u00e0 prot\u00e9ger les objectifs \u00e9nerg\u00e9tiques et climatiques de l'UE, ainsi qu'\u00e0 am\u00e9liorer les conditions favorables dont l'industrie a besoin pour op\u00e9rer la transition. Climat et politique industrielle SCE, CBAM et transition industrielle. \u00c9nergie propre et abordable March\u00e9s de l'\u00e9lectricit\u00e9, r\u00e9seaux et PPA. \u2026 <a href=\"https:\/\/bacc.eu\/fr\/\" class=\"more-link\">Continuer la lecture<span class=\"screen-reader-text\"> \u201cMaison\u201d<\/span><\/a><\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"class_list":["post-14","page","type-page","status-publish","hentry"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"Business Advisers on Climate &amp; Competitiveness (BACC) works for early movers with actual skin in tomorrow\u2019s industrial game. Through focused lobbying, coalition-building and narrative work, BACC helps early movers win the policy battles that decide whether their cleaner products reach scale inside Europe, or whether that market share ends up somewhere else. For that to work, two things have to move together. Climate ambitions has to hold, so that early mover investments are rewarded rather than eroded. 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