All firms are maximizing profits. No firm has incentive to enter or exit, because all firms are earning zero economic profit. Note that economic profits include opportunity costs Thus, zero economic profit includes the value of your next best option -- what would you be earning if you weren't in your current business? Price is such that QS = QD.

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− − ⩾ In other words, the sign of the change in the maximizing x is the same as the sign of the change in p. If replaces in (1), then the sign of the change in x is the opposite of the sign of the change in ⩽ ⩾ p. For minimization rather than maximization the sign of the efect is reversed. Proof : By definition of maximization, we have