The flatness or steepness of the firm’s demand curve is a function of the elasticity of demand for the firm’s product. The elasticity of the firm’s demand curve is greater than the elasticity of market demand because it is easier for consumers to switch to another firm’s highly substitutable product than to switch consumption to an entirely different product. Profit in the short run induces other firms to enter; as firms enter the incumbent firm’s demand and marginal revenue curves shift inward, reducing the profit-maximizing quantity. Eventually, profits fall to zero, leaving no incentive for more firms to enter.