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This article details how the large company Proctor & Gamble is attempting to cut variable costs by eliminating jobs, which leads to lower labour costs. This action results in a lower cost for their products, leading to more productive efficiency. This competitive behaviour is also partially reflective of perfect competition, where companies must decrease costs in order to increase profits; however the article also focuses a lot on the advertising done by Proctor & Gamble, which is not fitting with the assumptions of the perfect competition model.