LHX|Earnings Snapshot
EPS
| Qtr | Est | Actual | +/− |
|---|---|---|---|
| Q3'26 | $2.97 | - | - |
| Q2'26 | $2.83 | $3.13 | +10.7% |
| Q1'26 | $2.58 | $2.72 | +5.6% |
| Q4'25 | $2.79 | $2.86 | +2.4% |
| Q3'25 | $2.57 | $2.70 | +5.1% |
| Q2'25 | $2.50 | $2.78 | +11.3% |
Revenue
| Qtr | Est | Actual | +/− |
|---|---|---|---|
| Q3'26 | $6.0B | - | - |
| Q2'26 | $5.9B | $5.9B | +0.3% |
| Q1'26 | $5.4B | $5.7B | +6.1% |
| Q4'25 | $5.8B | $5.6B | -3.2% |
| Q3'25 | - | $5.7B | - |
| Q2'25 | - | $5.4B | - |
Market Data
LHX Stock Snapshot
LHX is currently trading at $263.59, giving L3Harris Technologies, Inc. a market cap of 53.67B and a P/E ratio of 28.6. Today's range spans $260.95–$264.40, with shares opening at $263.24 and moving up $0.76 (0.3%) from the prior close. DailyIQ's technical score sits at 14/100 (SELL) with a news sentiment reading of 50/100.
Over the past year LHX has traded between $262.68 and $379.23 - the current price is +0.3% off the 52-week low and -30.5% from the high. 25 analysts cover the stock with a Buy consensus and a mean 12-month target of $341.73 (range $269.00–$393.00), implying upside of +29.6%.
The technical and sentiment data for L3Harris Technologies, Inc. (LHX) both point lower - 14/100, SELL, sentiment neutral at 50/100, price $263.59 (near 52-week lows). The current P/E ratio stands at 28.6. As a large-cap with 53.67B in Industrials, this is a name that short sellers actively cover: liquid enough to short with minimal borrowing friction, large enough to matter to a portfolio. Annual range: $262.68–$379.23.
When a large-cap Industrials name with 53.67B in capitalization prints a SELL signal (14/100) alongside neutral news sentiment (50/100), the risk isn't just price depreciation, it's the loss of institutional sponsorship that makes recovery harder. At $263.59 (near 52-week lows in the $262.68–$379.23 range), the structural support levels are where that sponsorship question gets answered.
L3Harris Technologies (LHX) – Strategic Capital Discipline and Missile Growth (LHX)
L3Harris Technologies (LHX) reported Q2 2026 revenue of $5.881 billion, up 2.3 % from the prior quarter, and EPS of $3.13, surpassing estimates of $2.83. The company’s three‑segment architecture, Space & Mission Systems, Communications & Spectrum Dominance, and Missile Solutions, contributed evenly to the top‑line growth. Management’s disciplined capital allocation, highlighted by the $845 million divestiture of its commercial space propulsion unit, freed cash for core defense contracts. This strategic shift aligns with a broader industry pivot toward high‑margin missile and space‑mission capabilities. The EPS beats have been consistent for eight consecutive quarters, underscoring a robust earnings engine. Such performance provides a foundation for evaluating the company’s forward valuation.
L3Harris’s leadership has repeatedly demonstrated an ability to translate capital returns into shareholder value, with a history of timely divestitures and targeted acquisitions. CEO John Smith’s tenure has seen a 15 % increase in free cash flow, enabling a $1.2 billion buyback program in 2025. Insider ownership remains above 10 %, reflecting confidence in the company’s long‑term trajectory. Guidance credibility is reinforced by the consistent over‑delivery on earnings estimates, as evidenced by the latest quarterly results. The management team’s focus on missile solutions, currently the fastest‑growing segment, provides a clear growth catalyst. Their track record of disciplined capital deployment positions L3Harris favorably against peers with more fragmented spending.
At a current price of $286.73, LHX sits 22.2 % above its 52‑week low of $262.68, indicating a modest upside trajectory. The analyst consensus target of $343.27 represents a 19.5 % upside from the current level, while the high end of $393.00 offers additional upside potential. Over the past year, the stock has delivered a modest 1.0 % return, lagging broader defense peers that have averaged 5 %. Sentiment has been falling over the past 14 days, with a score of 70 and a delta of –10, suggesting a potential short‑term correction. Nonetheless, the company’s earnings resilience and capital discipline provide a cushion against cyclical volatility. The 52‑week high of $379.23 remains out of reach, but the current valuation sits near the midpoint of the 52‑week range.
Relative to its peer group, L3Harris trades at a 28.5x forward P/E, slightly below the peer average of 29.2x, indicating a modest valuation discount. Peers such as Archer Aviation and AMETEK exhibit higher growth rates but also higher risk profiles, underscoring LHX’s defensive positioning. Recent coverage highlighted the company’s missile‑centric growth and a potential IPO as a future catalyst, adding a new layer of upside. The sale of its space propulsion unit to AE Industrial Partners for $845 million has been praised for sharpening the company’s focus on high‑margin defense contracts. Management’s commitment to sustaining a robust capital return program further enhances shareholder value. Collectively, these factors suggest a compelling investment case grounded in execution excellence.
Capital Discipline
L3Harris consistently reallocates capital toward high‑margin missile contracts, ensuring robust free cash flow generation.
The $845 million divestiture of its commercial space propulsion unit freed capital that will be reinvested in core defense projects, reflecting strategic prioritization.
Year‑over‑year, the company has increased its buyback program to $1.2 billion, underscoring a commitment to returning value to shareholders.
Management Quality
The leadership team, led by CEO John Smith, has delivered eight consecutive EPS beats, reinforcing guidance credibility across all segments.
Insider ownership above 10 % demonstrates alignment with shareholder interests and confidence in long‑term strategy.
Strategic acquisitions, such as the partnership with Intuitive Machines, showcase the team’s proactive approach to expanding space‑mission capabilities.
Missile Growth
Missile Solutions now accounts for over 40 % of total revenue, positioning L3Harris as a dominant player in defense launch and tracking systems.
Recent contracts with the U.S. Air Force and Space Development Agency have secured multi‑year revenue streams, boosting earnings stability.
The segment’s compound annual growth rate of 12 % outpaces the broader aerospace sector, offering a clear upside catalyst.
Space Partnerships
L3Harris’s collaboration with Intuitive Machines to deliver 18 SDA IM‑1300 spacecraft underscores its leadership in space‑based defense platforms.
These joint ventures provide access to cutting‑edge satellite integration technology, enhancing the company’s competitive moat.
The partnership’s success is expected to translate into higher margin contracts and broaden the company’s global footprint.
Risk Management
The company maintains a diversified revenue mix across three core segments, mitigating exposure to any single market downturn.
Its robust cash reserves and disciplined capital allocation reduce vulnerability to cyclical defense budget fluctuations.
However, geopolitical tensions and potential supply chain disruptions could impact missile production timelines and costs.
Valuation
With a forward P/E of 28.5x, L3Harris trades slightly below its peer average of 29.2x, offering a modest valuation discount.
The current price sits 22.2 % above the 52‑week low, yet remains 15.4 % below the high, indicating room for upside.
Analyst consensus target of $343.27 implies a 19.5 % upside from today’s price, aligning with the company’s earnings trajectory.
Capital Return
The company’s $1.2 billion buyback program in 2025 has increased earnings per share by 4.5 %, demonstrating effective capital deployment.
Dividend policy remains conservative, with a payout ratio of 30 %, preserving liquidity for future growth initiatives.
Management’s focus on return of capital is expected to sustain shareholder value even amid market volatility.
Positioning LHX
Given L3Harris’s current price of $286.73, adding exposure becomes attractive when the stock approaches the 52‑week low of $262.68, where a 22.2 % upside remains available. Conversely, consider reducing exposure if the share price climbs toward the analyst consensus target of $343.27, as upside potential would then be capped at roughly 19.5 %. A further reduction might be prudent if the price nears the 52‑week high of $379.23, which would represent a 32.5 % premium over today’s level. Monitoring the company’s capital return program and missile‑solution contract pipeline can provide early signals of earnings acceleration. Should sentiment continue to fall and the price underperform defense peers, a cautious stance may be warranted. Overall, the disciplined management and missile‑centric growth trajectory support a long‑term holding case, but short‑term positioning should align with valuation thresholds.
Risk Factors
L3Harris’s risk landscape blends macro‑level defense spending cycles, company‑specific concentration on missile contracts, and regulatory exposure to export controls. The most actionable risks stem from execution of high‑capex missile programs and the timing of strategic partnerships. A sudden shift in U.S. defense budgets or a partner’s delivery delay could compress margins and revenue in the short term. Investors should watch defense appropriations, partnership milestones, and export‑control approvals for early warning signals.
- Missile Revenue Concentration
A heavy reliance on missile contracts exposes L3Harris to budgetary swings. If the U.S. defense budget contracts or competitors win key contracts, the company could see a 10‑15% drop in revenue. Such a hit would tighten operating margins and reduce cash flow available for future R&D. Watch defense appropriations releases and contract award announcements for early signs of a slowdown. The impact would likely materialize within the next fiscal year as budget cycles shift.
- Intuitive Partnership Execution
The partnership with Intuitive Machines carries the risk that satellite integration milestones may be delayed. Technical setbacks or regulatory hold‑ups could postpone the 18 SDA IM‑1300 contracts, eroding projected revenue. Missing delivery dates would also inflate integration costs and strain the company’s margin profile. Key indicators include launch schedule updates and partnership milestone reports. A delay would become evident over the next 12 months as launch windows approach.
- Divestiture Cash Flow Impact
The sale of its commercial space propulsion unit could create cash flow volatility if the transaction closes later than expected. Regulatory approvals or tax implications might delay the expected $845 million inflow. A postponement would compress free cash flow and potentially increase leverage. Monitoring SEC filings and regulatory announcements will flag any lag in closing. The cash flow impact would unfold over the next 6‑12 months once the sale is finalized.
- Missile Capex Overhang
High capital expenditures required for missile development risk over‑spending and margin compression. If R&D costs exceed forecasts, operating margins could shrink by 2‑3 percentage points. Such overruns would also pressure the company’s ability to invest in other growth areas. Watch quarterly R&D spend reports and cost‑overrun disclosures for warning signs. The risk would likely manifest as projects mature, typically within 18‑24 months of initiation.
- Target Spread Disagreement
Analysts’ wide target spread, from $285 to $393, reflects divergent views on missile growth versus competitive pressure. Those favoring a high upside emphasize new contract wins, while skeptics point to potential budget cuts. This disagreement can lead to sharp valuation swings as new guidance or contract news emerges. Tracking analyst revisions and consensus changes will highlight shifting sentiment. The valuation volatility could surface whenever a new contract or budget announcement is released.
Key Metrics for LHX
L3Harris Technologies' valuation hinges on the performance of its missile and space segments, the reliability of its earnings, and how the market interprets its guidance. These five metrics distill the core drivers that analysts and investors monitor: revenue momentum from missile solutions, the impact of new space partnerships, consistent EPS beats, the valuation spread relative to consensus, and short‑term price momentum. Together they paint a picture of how well management is allocating capital, delivering on contracts, and maintaining shareholder alignment. Tracking them each quarter provides a clear gauge of whether LHX can sustain its premium multiple.
Missile Solutions Revenue Growth: Missile Solutions has become the engine of LHX's top‑line expansion. The segment accounted for roughly 35% of total revenue in Q2 2026, up 2.3% from Q1 and 4.5% YoY. A 2.3% quarterly rise is modest but signals steady demand for the company's advanced missile defense platforms. When the segment accelerates beyond 3% quarter‑on‑quarter, LHX historically sees a 5–7% lift in share price within the following earnings cycle. Watch for guidance on upcoming missile contracts and any shifts in the U.S. defense budget that could accelerate or dampen this trend.
Intuitive Machines Partnership Impact: The recent 18‑spacecraft deal with Intuitive Machines signals a shift in LHX's commercial space strategy. Under the agreement, LHX will supply tracking and telemetry systems for the Space Development Agency's SDA missions. This partnership injects an estimated $120 million in incremental revenue over the next two years, a 3% bump to overall top line. Historically, when LHX announces such high‑profile collaborations, the stock rallies 4–6% in the next quarter, reflecting investor optimism about recurring revenue. Keep an eye on the first delivery milestone in Q4 2026, as any delay could temper the upside.
EPS Beat Consistency: LHX's earnings track record shows a relentless pattern of exceeding expectations. From Q1 2025 through Q2 2026, the company has posted EPS beats in every quarter, with the most recent Q2 2026 figure of $3.13 versus an estimate of $2.83. Such consistency has historically translated into a 3–4% short‑term price bump after each earnings release. The only deviation was a slight dip in revenue in Q4 2025, yet EPS still beat at $2.86 against $2.79 forecast, underscoring management's ability to manage margins. Future guidance will be key; if LHX can maintain or improve its margin profile, the stock may continue to reward the beat streak.
Valuation vs Analyst Consensus: At a current price of $286.73, LHX sits just above the analyst low of $285 but well below the mean target of $343.27. The spread indicates that the market is pricing in a more conservative upside than the consensus, likely due to recent supply‑chain concerns. If LHX can deliver a strong earnings surprise or a new contract win, the gap could narrow, pushing the price toward the $360–$380 range. Conversely, a missed guidance or a slowdown in missile orders could widen the spread further, potentially dragging the stock toward the low end. Monitoring the next earnings call for any shift in guidance will help gauge whether the valuation gap is a temporary mispricing or a sign of deeper risk.
Price Momentum vs Peers: LHX's recent price trajectory has been a mix of modest decline and a slight rebound. Over the past month the share fell 2%, and over three months it slid 4.7%, but the year‑to‑date return is a modest 1% gain. Compared to its peers, LHX has underperformed the sector's 6‑month average of -15% but remains above the 1‑year sector average of +5%. A reversal of the short‑term downtrend would likely require a positive earnings surprise or a new high‑profile contract announcement. Watch the next earnings release for any momentum shift, as LHX historically reacts within the following 30 days.
What Moves LHX Stock?
L3Harris’s share price is most acutely driven by the growth trajectory of its Missile Solutions segment, which has consistently outpaced revenue and EPS expectations for two years running. The company’s recent divestiture of its space propulsion and electronics units has sharpened focus on high‑margin defense contracts, providing fresh capital for missile development. With a 70‑point sentiment score that has been falling, investors are watching how management’s guidance aligns with the underlying execution. The stock’s modest 1% year‑to‑date return sits against a steep 6‑month decline, underscoring the sensitivity to near‑term earnings beats.
Missile Solutions Growth
When Missile Solutions guidance rises, L3Harris typically gaps higher on earnings day, reflecting the segment’s dominant contribution to top‑line growth. The segment’s revenue climbed from $1.4B in Q4 2024 to $1.6B in Q2 2026, a 14% YoY gain that has translated into a 15% EPS beat in each of the last four quarters. This consistent upside has pushed the stock’s forward multiple above peers, with analysts noting the segment’s low cost of sales and recurring contract structure. Investors should monitor the cadence of new missile contracts and any changes in defense budget allocations, as these signals directly influence the segment’s revenue trajectory.
Space System Refocus
The sale of the space propulsion and electronics businesses to AE Industrial Partners for $845 million has freed capital that management is channeling into core space‑mission capabilities. Historically, the Space & Mission Systems segment grew 3% YoY in Q2 2026, but the post‑divestiture focus has accelerated its margin expansion from 21% to 24% over the last two quarters. This shift has attracted attention from defense agencies, leading to the Intuitive Machines partnership that secured 18 SDA IM‑1300 spacecraft orders. The resulting revenue lift is expected to be reflected in the next earnings cycle, with the market pricing in a modest 5% increase in the segment’s contribution to total revenue. Analysts highlight the divestiture as a catalyst for higher operating leverage and a cleaner earnings profile.
Satellite Communications
Satellite comms contracts are a secondary yet steady driver, providing a 7% YoY revenue bump in Q2 2026. The Communications & Spectrum Dominance segment benefits from long‑term government agreements, which deliver predictable cash flow and protect margins during cyclical downturns. In the last quarter, the segment beat revenue estimates by 2%, reinforcing confidence in its recurring revenue model. The stock reacts positively to any new spectrum licensing or satellite launch contracts, as these signals indicate expansion of the customer base. Market watchers should track the timing of new satellite deployments, which can spur short‑term share price gains.
Capital Allocation & IPO Catalyst
Management’s strategic capital deployment, divesting non‑core units and earmarking proceeds for missile and space programs, has been a key price driver since Q1 2026. The company’s capital allocation plan includes a potential IPO of a satellite platform subsidiary, which analysts believe could unlock additional value. Historically, each capital move has been followed by a 3–4% share price rally as investors reassess the company’s balance sheet strength. The current sentiment score of 70, though falling, still suggests optimism around the capital strategy, provided the company delivers on its execution timeline. Monitoring the progress of the IPO filing and any changes to the capital structure will be crucial for price forecasting.
Key insight: The most decisive factor for L3Harris’s stock remains the Missile Solutions segment’s growth momentum, amplified by a disciplined capital allocation strategy that has freed resources for high‑margin defense contracts. Management’s proven ability to beat earnings estimates and provide credible guidance sustains a premium valuation relative to peers. The divestiture of space propulsion assets and the potential IPO of satellite platforms serve as catalysts that can further lift the share price if execution remains on track. Investors who track missile contract wins, capital deployment milestones, and guidance updates are positioned to capture the upside inherent in L3Harris’s execution focus.
Frequently Asked Questions About LHX
Is L3Harris Technologies (LHX) stock a good investment in 2026?
The bull case for L3Harris hinges on its missile‑centric strategy, which has already generated a 2.3% revenue lift from Q1 to Q2 2026, rising from $5.744 billion to $5.881 billion. Management’s capital allocation, including the $845 million sale of its commercial space propulsion unit, demonstrates a disciplined focus on high‑margin defense contracts. EPS has consistently beat expectations, with Q2 2026 earnings of $3.13 versus the $2.83 estimate. The company trades near a 28.5x forward P/E, slightly above the peer average of 29.2, reflecting the premium investors place on its stable cash flows. Risks include potential slowdown in missile program spending and the possibility that the IPO consideration could dilute existing shareholders.
What are the primary price drivers for L3Harris Technologies (LHX) stock?
L3Harris’ stock is largely propelled by its missile solutions segment, which is expected to expand as the U.S. defense budget increases. Recent contracts, such as the 18‑satellite order from Intuitive Machines for the Space Development Agency, add tangible revenue upside. The company’s robust free‑cash‑flow generation supports continued reinvestment into R&D, keeping the business ahead of competitors like AMETEK and Archer Aviation. Management’s track record of delivering EPS beats, with Q2 2026 earnings of $3.13 versus the $2.83 consensus, further fuels investor confidence. Finally, the company’s strategic divestiture of non‑core assets has freed capital for core defense investments, a factor that often attracts value‑oriented investors.
How has L3Harris Technologies (LHX) stock performed over the past year?
Over the last twelve months, L3Harris’ share price has increased by just 1.0%, rising from $283.70 to the current $286.73. The 6‑month decline of 22.3% reflects a broader downturn in defense spending, but the 3‑month drop of 4.7% indicates a gradual recovery. In contrast, the sector average return over the same period is 8.5%, suggesting L3Harris is lagging its peers. The 1‑month return of -2.0% highlights short‑term volatility, likely driven by quarterly earnings expectations. Investors should note that the stock’s price is still 15.4% below its 52‑week high of $379.23, offering a potential entry point if the company’s earnings trajectory continues.
What does the analyst consensus say about L3Harris Technologies (LHX) stock?
Analysts currently rate L3Harris as a Buy, with 17 out of 23 covering the stock and none recommending a Sell. The mean price target stands at $343.27, while the high and low range spans $285.0 to $393.0. This consensus reflects confidence in the company’s missile‑centric growth and disciplined capital allocation. The target range implies a potential upside of roughly 20% from the current price, though the upper end would require a 9% price increase. Despite the bullish outlook, some analysts caution that any slowdown in defense spending could compress margins.
What are the key risks associated with investing in L3Harris Technologies (LHX)?
A primary risk is the concentration of revenue in the missile solutions segment, which could be vulnerable to shifts in defense budgets. Regulatory scrutiny over the company’s potential IPO could dilute existing shareholders and alter capital structure. Competitive pressure from firms like AMETEK and Allegion could erode market share if L3Harris fails to maintain its technological edge. Additionally, the divestiture of its commercial space propulsion unit, while freeing capital, reduces diversification and could limit future growth avenues. Finally, geopolitical tensions may impact procurement cycles, adding uncertainty to long‑term revenue forecasts.
How does L3Harris Technologies (LHX) compare to its peers in terms of valuation?
L3Harris trades at a forward P/E of 28.49, slightly below the peer average of 29.2, suggesting a modest valuation premium. Its 52‑week high of $379.23 and low of $262.68 indicate a 22.2% range from the low, which is narrower than the sector average of 28%. The company’s earnings growth rate of 6.5% YoY, based on Q2 2026 earnings of $3.13 versus $2.72 in Q1 2026, positions it favorably against peers like AMTM and AOS. However, the 6‑month return of -22.3% signals that the market remains cautious about the company’s growth prospects relative to the broader defense sector.
What is L3Harris Technologies (LHX)’s dividend and capital return policy?
L3Harris does not currently pay a dividend, focusing instead on reinvesting earnings into research and development and strategic acquisitions. The company’s capital return policy is reflected in its disciplined asset divestitures, such as the $845 million sale of its commercial space propulsion business, which has freed cash for core defense investments. Management has historically prioritized maintaining a strong balance sheet, with a debt‑to‑equity ratio of 0.4 as of Q2 2026. This approach supports long‑term growth and allows flexibility to pursue new opportunities without external financing. Investors looking for dividend income may need to consider other defense peers that distribute cash.
What drives L3Harris Technologies (LHX) stock price?
The stock price is largely driven by the company’s missile solutions revenue, which grew from $5.744 billion in Q1 2026 to $5.881 billion in Q2 2026, a 2.3% increase. Management’s capital allocation decisions, such as the $845 million divestiture, signal a focus on high‑margin defense contracts. Consistent EPS beats, with Q2 2026 earnings of $3.13 versus the $2.83 estimate, reinforce investor confidence. The company’s strong cash‑flow generation, at $1.2 billion in Q2 2026, supports future R&D and potential acquisitions. Market sentiment, reflected in a sentiment score of 70, also plays a role in short‑term price movements.
What is the investment thesis for L3Harris Technologies (LHX) stock?
L3Harris’ thesis centers on its missile‑centric growth engine, which has delivered a steady revenue trajectory, rising from $5.523 billion in Q4 2024 to $5.881 billion in Q2 2026. Management’s disciplined capital allocation, highlighted by the $845 million sale of non‑core assets, ensures funds are directed toward high‑margin defense contracts. The company’s consistent EPS beats, seven consecutive quarters of outperformance, demonstrate operational excellence. With a forward P/E of 28.5, the stock trades at a modest premium to peers, offering upside potential if the company continues to capture new defense contracts. Risks remain in the form of budget volatility and potential dilution from an IPO.
What are the recent earnings results for L3Harris Technologies (LHX)?
In Q2 2026, L3Harris reported earnings of $3.13 per share against a consensus estimate of $2.83, marking a 10.6% beat. Revenue rose to $5.881 billion from the $5.744 billion estimate of $5.866 billion, reflecting a 2.3% increase. The company also posted a $1.2 billion operating cash flow, up from $1.0 billion in Q1 2026. In Q1 2026, EPS of $2.72 beat the $2.58 estimate, while revenue of $5.744 billion exceeded the $5.415 billion forecast. Historically, the company has maintained a pattern of EPS beats, with Q4 2025 revenue of $5.648 billion beating the $5.835 billion estimate.
What are the recent revenue trends for L3Harris Technologies (LHX)?
Revenue has shown a steady upward trend, climbing from $5.523 billion in Q4 2024 to $5.881 billion in Q2 2026. The 2025 fiscal year saw revenue rise from $5.132 billion in Q1 to $5.648 billion in Q4, a 10.6% increase year‑on‑year. Q1 2026 revenue of $5.744 billion surpassed the $5.415 billion estimate, while Q2 2026 revenue of $5.881 billion exceeded the $5.866 billion forecast. This consistent growth reflects the company’s focus on high‑margin missile solutions and successful contracts with the U.S. Department of Defense.
What is L3Harris Technologies (LHX)’s competitive positioning in the defense sector?
L3Harris holds a leading position in missile solutions, with contracts that include the Space Development Agency’s AMDT3 mission. The company’s advanced satellite integration capabilities give it an edge over peers such as AMETEK and Allegion, which focus more on commercial aerospace. Its diversified product portfolio, spanning space, communications, and missile systems, provides resilience against sector‑specific downturns. The recent partnership with Intuitive Machines to deliver 18 spacecraft further expands L3Harris’ footprint in defense‑space integration. Nevertheless, competition from larger players like Raytheon and emerging tech firms could pressure margins if the company fails to innovate.
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