However, about a decade ago, Jeff Fuhrer and George Moore pointed out that inflation was more persistent than was predicted by the model with sticky prices and rational expectations.4 Since their work, a number of researchers have suggested that "sticky information" or rules of thumb can account for this excess persistence.
So far, many traditional players are coping well with this challenge by not entrenching themselves in defensive positions but rather opening towards partnerships and collaborations with new Fintech start-ups and Big Techs (so called “coopetition”).