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The availability of substitute products hurts Investment banking industry in us’s ability to raise prices, because customers can easily switch to another product or service… … "Substitute Products (Investment banking industry in us)" will have a long-term negative impact on this entity, which subtracts from the entity's value. This statements will have a short-term negative impact on this entity, which subtracts from its value. This qualitative factor will lead to an increase in costs. This statement will lead to a decrease in profits. "Substitute Products (Investment banking industry in us)" is an easy qualitative factor to overcome, so the investment will not have to spend much time trying to overcome this issue.