The price of prescription medicine is high, partly because when someone is sick there is no real alternative to buying medicine if they want to get better. Which of Porter's five forces explains how this aspect of the prescription medicine industry helps keep profitability high?

Question

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The threat of substitutes explains how the lack of real alternative to prescription medicine helps keep profitability high. This is because consumers are willing to pay high prices for medicine since there are no substitutes that can effectively cure their illness.

The Price of Prescription Medicine Is High, Partly Because When