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Online Travel Agencies (OTA) such as Expedia, Priceline, Opodo, and Orbitz make airline ticket price comparison fast and easy? Which one of Porter's five forces

Online Travel Agencies (OTA) such as Expedia, Priceline, Opodo, and Orbitz make airline ticket price comparison fast and easy? Which one of Porter's five forces is most applicable? Assess the effect of OTAs on airline industry competition, prices, and profitability.

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