Highlight how the transportation algorithm can be modified for profit maximization rather than minimization of costs.

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How can the transportation algorithm be modified to maximize rather than minimize? Instead of minimizing the positive unit costs of all the cells, calculate the unit profits, make them negative and put these in each cell. Use the transportation algorithm as usual to minimize these negative profits.
Alternatively, load the cells with the largest profits (instead of smaller costs) to give an initial allocation. Test the empty cells as usual, but use any cell which has positive shadow price. If all the shadow prices are negative or zero, that allocation gives the maximum profit.

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