The missing factor is what will happen to demand if the price goes up. #Its been a while since I've studied economics but the concept is elasticity of demand. #Some products the demand doesn't change much when the price changes - the manufactures of those products can raise the price and make more money. #Some product the demand is influenced a lot by price and you can actually make more money by lowering the price and selling more at a lower unit profit.
I would guess that if Eastman raises their prices, the demand will drop.
<Insert witty saying here>