▁By ▁contrast , ▁to ▁maintain ▁a ▁non - co er ci ve ▁mon opol y , ▁a ▁mon opol ist ▁must ▁make ▁pr icing ▁and ▁production ▁dec isions ▁knowing ▁that ▁if ▁prices ▁are ▁too ▁high ▁or ▁quality ▁is ▁too ▁low ▁competition ▁may ▁arise ▁from ▁another ▁firm ▁that ▁can ▁better ▁serve ▁the ▁market . ▁If ▁it ▁is ▁successful , ▁it ▁is ▁called ▁an ▁efficiency ▁mon opol y , ▁because ▁it ▁has ▁been ▁able ▁to ▁keep ▁production ▁and ▁supply ▁costs ▁lower ▁than ▁any ▁other ▁possible ▁compet itor ▁so ▁that ▁it ▁can ▁charge ▁a ▁lower ▁price ▁than ▁others ▁and ▁still ▁be ▁prof itable . ▁Since ▁potential ▁compet itors ▁are ▁not ▁able ▁to ▁be ▁so ▁efficient , ▁they ▁are ▁not ▁able ▁to ▁charge ▁a ▁lower , ▁or ▁compar able , ▁price ▁and ▁still ▁be ▁prof itable . ▁Hence , ▁compet ing ▁in ▁a ▁non - co er ci ve ▁mon opol y ▁is ▁possible ▁but ▁would ▁not ▁be ▁prof itable , ▁whereas ▁for ▁a ▁co er ci ve ▁mon opol y ▁competition ▁would ▁be ▁prof itable ▁but ▁is ▁not ▁possible . ▁ ▁Est ab lish ing ▁a ▁co er ci ve ▁mon opol y ▁According ▁to ▁business ▁eth ic ist , ▁John ▁Has nas , ▁" most ▁[ cont empor ary ▁business ▁eth ic ists ] ▁take ▁for ▁granted ▁that ▁a ▁free ▁market ▁produces ▁co er ci ve ▁mon opol ies ." ▁However , ▁some ▁people , ▁including ▁Alan ▁Gre ens pan ▁and ▁Nathan iel ▁Br anden , ▁argue ▁that ▁such ▁independence ▁from ▁compet itive ▁forces ▁"