All of the following statements regarding overall industry profit potential and individual firm profitability are true EXCEPT: Question 32 options: If the threat of substitutes increases, the overall industry profitability may decrease. Typically there is a lot of variation in individual firm profitability within an industry. Firms need to achieve the most advantageous industry positioning in relation to the five forces in order to be successful. If all five industry forces are relatively weak (for example, as in pharmaceutical industry), firms within that industry will always be more profitable than firms in industries where all of the five forces are strong