You can have locally zero sum effects. Either you fight over a saturated market. (Zero sum) Or you try to grow the market. (Non zero sum) Or you try to diver

You can have locally zero sum effects. Either you fight over a saturated market. (Zero sum) Or you try to grow the market. (Non zero sum) Or you try to diversify into new markets. (Mixed, non zero sum if its greenfield research into new technologies, zero sum if old).