wayside

US /ˈweɪ.saɪd/
UK /ˈweɪ.saɪd/
1.

Wegesrand

If someone falls by the wayside, they fail to finish an activity, and if something falls by the wayside, people stop doing it, making it, or using it:

:
So why does one company survive a recession while its competitors fall by the wayside?