In the sometimes slow moving world of conventional business, price collapses may crash your margins and profits.
Both failed because of political interference and a collapse in the price of conventional energy.
In the debate over climate legislation in 2009 and 2010, it was conventional wisdom that a price on carbon was the sine qua non of effective climate policy.
But then came a 50 percent fall in the price of conventional crystalline silicon photovoltaic modules as Chinese manufacturers rapidly ramped up production and many CIGS companies backed off their earlier optimistic projections.
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Chinese manufacturers, heavily subsidized by their own government and relying on vast economies of scale, have helped send the price of conventional solar panels plunging and grabbed market share far more quickly than anyone anticipated.
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It will offer an iPad-like reading experience for a much lower price and leave conventional e-readers in the dust when it comes to building a list of features.
Rumsfeld was wrong, but the astronomical price-tag became conventional wisdom and his successor killed the program.
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Conventional wisdom says the smaller the price compared to earnings, the better the deal, but buyer beware.
The company hopes to make the device available by the end of 2011 at a price point lower than conventional night vision cameras, and says they will work with different lenses to improve long-range photography for the device.
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But suppose it were possible to build a telescope that could do everything a conventional telescope can do for a fraction of the price around 10%, by Dr Borra's estimate.
For authors and publishers, the agency model provides them with greater control over the timing of their promotions and higher per-unit earnings of 70% of the list price as opposed to 50% for the conventional wholesale pricing model.
To the keepers of conventional wisdom, a sacrifice of the truth is a small price to pay.
Indeed, there are those who would like the electric car, not in spite of but because it is more expensive than its conventional cousin, whilst others might have no interest in the price whatsoever.
Just as conventional inflation can distort the allocation of resources, so asset-price inflation distorts economic behaviour by causing households to save too little and to pour too much money into property.
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Shocked and dismayed, the purveyors of conventional wisdom made the circular argument that the unexpected rise in the overall price level was caused by the rise in commodity prices, especially the tripling of the price of oil.
Contrary to conventional wisdom, sometimes the best way to increase a company's stock price is to sell additional equity.
Furukawa wants to reduce the price to of the salt-water system to half the cost of a conventional lead acid battery.
He magnanimously excuses The Economist's poor record of predicting the price of oil: our suggestion in 1999 that oil would remain dirt cheap was conventional wisdom at the time, he says soothingly.
The conventional wisdom on industrial metals like steel and iron is that companies operating in this space will see share price appreciation to the extent that China keeps booming.
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