4. Ground the possession of which imports great advantage to either side, is contentious ground.

我得則利彼得亦利者爲爭地

Sun Tzu

Control or possession of certain terrain or territory that has a strategic advantage is likely to be contentious, or disputed, because it is of great importance to both sides. Essentially, Sun Tzu is saying that control of key terrain that has a strategic advantage can be a decisive factor in the outcome of a conflict, and therefore it is likely to be a point of contention between the opposing sides. This means that both sides may try to gain control of this ground, or may try to prevent the other side from gaining control of it, as it could give them a significant advantage in the conflict.

When a business is in a market which gives it an advantage, it is on contentious ground.

Contentious ground is a market or market segment that has a market advantage and is highly desired by different businesses or organizations. These businesses or organizations may be vying for control of this market or market segment because it offers a significant advantage or opportunity for growth and profit.

When a business is in a market or market segment that gives it an advantage, it means that it has some sort of competitive advantage over other businesses in that market. This could be due to a variety of factors, such as having a unique product or service, a strong brand, access to important resources or technology, or a loyal customer base.

If a business is in a market that gives it an advantage, it is likely to be on “contentious ground,” in the sense that other businesses may try to challenge or contest its position in the market. This could involve various tactics, such as offering lower prices, developing new products or services, or marketing aggressively to try to win over customers.

Overall, the phrase “contentious ground” in this context refers to the fact that the market is highly contested and there is likely to be competition and conflict between different businesses as they try to gain or maintain a competitive advantage.