Investors often buy a company's shares because it has a competitive advantage that puts it ahead of competitors in the stock market. However, if the situation turns upside down and the company loses its competitive advantage, this means that investors will not continue to hold the shares, which will only increase the situation in losses.
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Once investors realize the fact that the company is deteriorating or heading in the wrong direction, the stock's performance in the stock market will inevitably decline, which means that it is better to follow the method of selling shares before it is too late and with less losses to avoid the woes of large losses that will inevitably become a reality once the stock price declines to reflect the company's declining performance.

However, if the stock's decline is the result of a temporary shock in the company's performance while the fundamentals are still in solid condition, this temporary setback may represent a good opportunity to buy more of the stock when its price declines and before it rises again, so the assumptions on which the investor bases his investment decisions must be the result of a study and awareness of the size of the company and its ability to overcome temporary crises and recover.