The individual firm's demand curve is different from that of the industry, and is more elastic. This is because substitutes increase elasticity, and the customer of the firm has many good substitutes for that firm's output – namely, the output of other firms in the industry. As we mentioned above, the demand curve for a P-Competitive firm is infinitely elastic:
In the figure, the lower case q, s and d refer to output, supply and demand from the point of view of the individual firm, respectively, and the capital S, D, and Q are for the industry as a whole.
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