Increasing returns are the tendency for that which is ahead to get further ahead and for that which is losing advantage to lose further advantage.
If a product gets ahead, increasing returns can magnify the advantage, and the product can go on to lock in the market.
Increasing returns to owners is important because a company's shareholders are who the company is making money for.
Shareholders always want higher returns and it is important to appease the shareholders if Coca-Cola wants to continue being a successful publicly traded company.
Dynamic increasing returns to scale exist if average costs fall as cumulative output over time rises.
Dynamic increasing returns to scale could arise if the cost of production depends on the accumulation of knowledge and experience, which depend on the production process over time.