Botulinum toxin industry : is it a profitable industry to enter?

Abstract

This paper examines the botulinum toxin industry and is it profitable to enter. In particular, the paper aims to define whether the industry structure is attractive because an industry is considered profitable only if it has attractive structure. This has been explored through applying the Porter’s five forces framework which provides a good understanding of farces shaping the industry and thus help to define the industry structure. It has been shown that the BTX industry has been characterized by relatively strong rivalry, moderate threat of new entrance, threat of substitutes and the power of buyers and low power of supplies. This structure determines the industry as an attractive one and thus is assumed to be a profitable to enter.