Oligopoly - thebusinessguys.ie Before, when we looked at Perfect and Imperfect Compe@@on, we ......

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LC Economics www.thebusinessguys.ie© Oligopoly Before, when we looked at Perfect and Imperfect Compe@@on, we no@ced that firms in these markets acted independently of each other. That is, each firm did not take the ac@ons of other firms in the industry into account. However, if we look at the airline or banking industry, we see that there are many buyers purchasing from only a few large firms and each firm is conscious of what the other firms are doing. If one bank lowers its charges (price), we see that other banks respond to this change by either changing their prices or by offering some other incen@ve to aHract customers. From this we say that these firms are interdependent. When there is a market containing a small number of large firms ac@ng interdependently, it is called an Oligopoly. Assump-ons 1) Few Sellers in the Industry: Because of this each seller can influence the price of the commodity or the output sold. 2) Interdependence between Firms: Firms in oligopoly do not act independently of each other. They will each take into account the likely reac@ons of their compe@tors, hence prices tend to be rigid. 3) Product Differen-a-on Occurs: The commodi@es which firms sell are close subs@tutes. Firms will engage in adver@sing to persuade consumers to buy their product rather than a compe@tor’s product. 4) Barriers to Entry: These are common in an oligopolis@c market as exis@ng firms will wish to maintain their share of the market. Examples of barriers include: high costs of seTng up in the industry, brand prolifera@on etc. An Oligopolis-c Market: is a market with a large number of buyers purchasing from a small number of large firms, and these firms make decisions to increase sales while taking into account the possible reac@ons of compe@tors. Product Differen-a-on: means that products sold by compe@ng firms are similar but have differences. There are close (but not perfect) subs@tutes available. Jonathan Traynor

Transcript of Oligopoly - thebusinessguys.ie Before, when we looked at Perfect and Imperfect Compe@@on, we ......

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Oligopoly

Before,whenwelookedatPerfectandImperfectCompe@@on,weno@cedthatfirmsinthesemarketsactedindependentlyofeachother.

Thatis,eachfirmdidnottaketheac@onsofotherfirmsintheindustryintoaccount.However,ifwelookattheairlineorbankingindustry,weseethattherearemanybuyerspurchasingfromonlyafewlargefirms

andeachfirmisconsciousofwhattheotherfirmsaredoing.Ifonebanklowersitscharges(price),weseethatotherbanksrespondtothischange

byeitherchangingtheirpricesorbyofferingsomeotherincen@vetoaHractcustomers.

Fromthiswesaythatthesefirmsareinterdependent.When

thereisamarketcontainingasmallnumberoflargefirmsac@nginterdependently,itiscalledanOligopoly.

Assump-ons

1)FewSellersintheIndustry:Becauseofthiseachsellercaninfluence

thepriceofthecommodityortheoutputsold.

2)InterdependencebetweenFirms:Firmsinoligopolydonotact

independentlyofeachother.Theywilleachtakeintoaccountthelikelyreac@onsoftheircompe@tors,hencepricestendtoberigid.

3)ProductDifferen-a-onOccurs:Thecommodi@eswhichfirmssellare

[email protected]@singtopersuadeconsumerstobuytheirproductratherthanacompe@tor’sproduct.

4)BarrierstoEntry:Thesearecommoninanoligopolis@cmarketasexis@ngfirmswillwishtomaintaintheirshareofthemarket.Examplesof

barriersinclude:highcostsofseTngupintheindustry,brandprolifera@onetc.

AnOligopolis-cMarket:isamarketwithalargenumberofbuyerspurchasingfromasmallnumberoflargefirms,andthesefirmsmakedecisionstoincreasesaleswhiletakingintoaccountthepossiblereac@onsofcompe@tors.

ProductDifferen-a-on:meansthatproductssoldbycompe@ngfirmsaresimilarbuthavedifferences.Thereareclose(butnotperfect)subs@tutesavailable.

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5)CollusionmayOccur:Firmswithintheindustrymaymeettocontrol

theoutputintheindustryorcontrolpricese.g.OPEC.

6)Non-PriceCompe--onisMoreCommonthanPriceCompe--on:Duetothefearofhowcompe@torswillreact,firmstendnottoengagein

pricecompe@@onbutrathertheyengageinnon-pricecompe@@ontogainconsumers.

ExamplesofNon-PriceCompe--on

a)SponsoringCommunityEvents

b)FreeGi\s

c)Specialintroductorypricefornewcustomers

d) Increasingthequalityoftheservice

BarrierstoEntry:Aretheforcesatworkwhichpreventordeterotherfirmsfromenteringintotheindustry

Collusion:isanyac@ontakenbyseparateandrivalcompaniestorestrictcompe@@onbetweenthemwithaviewtoincreasingtheirtotalprofits

LimitPricing:occurswhenexis@ngfirmsinanOligopolis@cmarketchargeapricelowerthanthepricetheycouldchargeinordertodiscouragetheentryofnewfirmsintothemarketortoforceunwantedentrantsoutofthemarket.

Non-PriceCompe--on:occurswhenfirmstrytoincreasetheirmarketsharewithoutchangingtheirprice.

PriceCompe--on:iswhenfirmscompetewithotherfirmsonthebasisofprice

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BarrierstoEntry

Intheassump@onswesaidthatbarrierstoentryexistinanOligopolis@cmarket.Thesearethethingsthatstopotherfirmsenteringtheindustry.WewillnowlookatwhatbarrierstoentryexistinOligopoly.

1) HighStartUpCosts:SomeOligopolis@cfirmsoperateonsuchalargescalethatthecostsofstar@ngupintheindustryfacedbypoten@alentrantsissohighthatitwouldbeunprofitabletosetupanewfirminopposi@ontotheexis@ngones.

2) LimitPricing:Whennewfirmsentertheindustry,exis@ngOligopolis@cfirmsmayallagreetoeachlowertheirprice,inthehopethatthenewentrantisunabletomatchthispriceandassuchisforcedoutoftheindustry.

3) EconomiesofScale:Exis@ngfirmsmayenjoyhugeeconomiesofscaleinadver@singwhichinducesbrandloyaltyandreducescustomer’swillingnesstotrynewbrands.

4) ChannelsofDistribu-on:Exis@ngfirmsmaycontrolthesupplyofgoodstoretailersandrefusetosupplyretailersthatcarrytheproductsofnewfirms.

5) BrandProlifera-on:Thisiswhereeachexis@ngfirmproducesandadver@sesseveralbrandsthuslimi@ngthemarketavailabletopoten@alnewentrants.E.g.BothProctorandGamble;andUnileverproducewashingdetergent.

Proctor and Gamble produces

Daz Ariel

Tide Dre\

Bold Fairyandmore

Unilever Produces

Surf Oms

Persil Luxandmore

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NOTE:ProctorandGambleandUnileveroperateinwhatiscalledaduopololy.Itisanoligopolywithonlytwofirms.

ItisimportanttonotethatthereisnoonetheoryofOligopolythataccuratelydescribestheequilibriumofanOligopolis@cfirminallcases.Thisisunliketheothermarketstructuresthatwehavestudied(PerfectCompe@@on,ImperfectCompe@@onandMonopoly)wherewecanaccuratelypredicttheirac@onsandequilibriuminboththeShortRunandtheLongRun.

ThebehaviourofanyOligopolis@cfirmdependsontheindustryitisin(banking,petroleum,insurance,foodchains)andhowitreactstoitscompe@torsdecisionsandhowitbelievesitscompe@torswillreacttoitsdecisions.

WewillnowlookatanumberofideasthathavebeenputforwardtotrytoexplainthedifferentaspectsofOligopolis@cmarkets.

BrandProlifera-on:iswhereeachexis@ngfirmproducesandadver@sesseveralbrandsthuslimi@ngthemarketavailabletoanewentrant.

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Explana-onforS-ckyPrices–TheKinkedDemandCurve

(SweezyModel)

Theexplana@onthatfollowsispurelytohelpyouunderstandthetheoryoftheKinkedDemandCurvefacedbyanOligopolis@cfirm.Youdonot

needtolearnthisatall.Justunderstanditandthenlearnofftheexplana@onoftheKinkedDemandCurvethatfollows.

Intheassump@onswesaidthatpricesinanOligopolis@cmarkettendto

berigid(tendnottochangeover@me).AnexpressionusedtodescribethisaHributeisthatOligopolis@[email protected]

ordertotrytoexplainthisphenomenon,economistPaulSweezyputforwardtheideaoftheKinkedDemandCurve.Seegraphbelow.

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Quan@ty

AR/D

PEq

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Wewillnowderivehowhecametothisconclusion.

1)Weknowfromtheassump@onsthatfirmsactinterdependentlyandas

sucheachfirmtakestheac@onsoftheotherfirmsintoaccount.Thereforeifonefirmdecreasespricetotrytogainagreatershareofthe

market,otherfirmswillalsodecreasetheirprice.Assuch,thereisnobenefittoanyofthefirmsfollowingapricedecrease.Therefore,inrela@ontodecreasingprices,Oligopolis@cfirmsfaceanInelas@cDemand

Curve(AverageRevenueCurve).Seegraphbelow.

Inelas-cAverageRevenueandMarginalRevenueCurves

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AR/DMR

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2)Also,ifafirmincreasesitsprice,otherfirmswillreacttothisbynotchangingtheirprice.Assuchtheotherfirmswillbesellingasimilargood

foracheaperpriceandenjoyanincreasedmarketshare.Assuchthefirmthatincreaseditspricewilllosealotofcustomerstoitscompe@ngfirms.

Therefore,inrela@ontoincreasingprice,oligopolis@cfirmsfaceanElas@cDemandCurve(AverageRevenueCurve).Seegraphbelow.

Elas-cAverageRevenueandMarginalRevenueCurves

3)Therefore,Oligopolis@cfirmsreallyfacetwodifferentAverageRevenue

Curves(DemandCurves).TheInelas@cDemandCurveforpricedecreasesandtheElas@cDemandCurveforpriceincreases.Seegraphoverleaf.

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4)Therefore,allfirmsarereluctanttochangetheirpricesasanychangeinpriceresultsinalossinrevenue.AssuchallfirmswillseHleforthepricewherethetwoDemandCurves(AverageRevenueCurves)intersect.

Evenifanindividualfirmsuffersanincreaseincosts,thefirmwouldprefertoabsorbthisdropintheirprofitsinsteadofincreasingtheirprice

andlosesales.Ifcostsfall,thefirmwillnotpassonthelowerpricetotheconsumerasthismaycauseapricewarwithcompe@tors.ThisreluctanceofOligopolis@cfirmstochangepriceiswhatisknownasPriceRigidity.

5)ThefirmknowsthatifitincreasesitspriceabovePEq,itwillfacethe

Elas@cDemandCurve(AverageRevenueCurve).Therefore,theInelas@cAverageRevenueandMarginalRevenueCurvesabovethispricenolongerapplytothefirm.

PriceRigidity:referstothetendencyforpricesnottochange,evenifthefirm’scostschange,inordertoavoidreac@onfromcompe@tors.

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6)Also,thefirmknowsthatifitdecreasespricebelowPEq,itwillfaceanInelas@cDemandCurve(AverageRevenueCurve).Therefore,thoseparts

oftheElas@cAverageRevenueandMarginalRevenueCurvesbelowthispricenolongerapplytothefirm.

7)Thisleavesthefirmfacingwhatiscalleda“KinkedDemandCurve”anda“KinkedMarginalRevenueCurve”.Seethegraphbelow.

KinkedAverageandMarginalRevenueCurves

8)IfwelookattheMarginalRevenueCurveabove,weseethatbetween

[email protected],foradownwardslopingAverageRevenueCurve,mathema@cally,MarginalRevenuemustbeslopingsteeperthanAverageRevenue.AsAverage

RevenuedropssosteeplyatpointX,thiscausesMarginalRevenuetofallver@callyforapor@on(thedistancebetweenaandb).Thewholeline,

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includingthever@caldrop,istheMarginalRevenueCurvefacedbyanOligopolis@cfirm;it’sjustanunusualshape.

9)AssumingthatthefirmisaProfitMaximiser(whichaswesaidintheassump@onsisnotalwaystrue),thefirmwillproducewhereMC=MR

[email protected].

KinkedDemandCurvewithPriceandQuan-tyforanOligopolis-cFirm

10)AriseinMarginalCosts,fromMC1toMC2,doesnotchangeeitherthe

pricechargedorthequan@tysupplied.ThisisbecausethefirmisaProfitMaximiser(forthismodelofOligopolyatleast)andproduceswhereMC=MRandMCisrising.Duetothever@calsegmentintheMRcurve

(thesegmentfrompointatopointb),ariseinMCs@llresultsinquan@tyQEqbeingsuppliedandpricePEqbeingcharged.Seegraphoverleaf.

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X

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OligopolistAbsorbingCostIncreases

11)Fromthisra@onale,weseethatanOligopolis@cfirmmayabsorba

riseincostwithoutincreasingpriceasaresult.

12)Ifafirmwastoincreasepriceduetoanincreaseincosts,itwouldlosemorerevenueasaresultofthepriceincreasethanitwouldfrom

absorbingthecost.ThisgivesrisetowhatisknownasPriceConstancy

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X

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L.C.QUsingaClearlyLabeledDiagram,Explaintheshapeofthe‘kinked’demandcurvefacingafirminOligopoly

ShapeoftheDemandCurve

Demandcurve-AB

Ifthisfirmincreasesitspriceotherswillleavetheirpricesunchangedso

thisfirmwilllosemanycustomers–thispor@onoftheDemandCurveiselas@c.

Demandcurve–BC

Ifthisfirmlowersitspriceotherswillmatchthispricedecreasesothisfirmwillgainfewaddi@onalcustomers–thispor@onoftheDemand

Curveisinelas@c.

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AR/D

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UsingaClearlyLabelledDiagram,Explainthelongrunequilibriumposi-onofanOligopolis-cfirm

TheLongRunEquilibriumPosi-onofanOligopolis-cfirm

1) Equilibrium:EquilibriumoccursatpointGwhereMC=MR(andMCisrising).

2) PriceandQuan-ty:ThefirmwillproduceQ1andsellthisoutputat

priceP1

3) Costs:Thefirm’scostofproduc@onisshownatpointG.

4) RiseinCosts:ShouldcostsrisebetweenpointsDandEthenmarketpricetendstoremainconstantatP1.

5) Profits:ThisfirmisearningSNPsbecauseARexceedsACandbarriers

toentryexist.

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PriceConstancy

LikePriceRigidity,PriceConstancyinvolvesleavingthepriceofthegood

unchanged.ItdiffersfromPriceRigidityinthatthereasonfornotchangingthepriceisthatitmayactuallycostmoretochangetheprice

ratherthantakeasmalldentinprofits.

E.g.Iftheownerofarestaurantfindsthathiscostsarerising,butonlyslightly,hemaynotincreasethepriceschargedasthiswouldinvolve

reprin@ngallthemenusandchangingadver@sedprices.Thiscouldprovetobemoreexpensivethanhisslightincreaseincostsandassuchthe

ownerleavesthepricesunchanged.

Evalua-onoftheSweezyModel

1)TheSweezymodelaccuratelydescribedOligopolis@cmarketsinthe1930’s(therewasagreatdepressionandfirmshadexcesscapacity).

2)However,duetotheoilshocksinthe1970’sand80’s,highinfla@onandincreaseinwages,Oligopolis@cfirmsraisedpriceswithoutsufferingagreatlossindemand.

3)Anotherproblemwiththismodelisthatitdoesnotexplainhowtheini@alequilibriumprice,PEq,wasset.

Inindustrieswhereitisdifficultforfirmstoraisepriceswithoutsufferingaseriousdeclineinrevenue,thereisanincen@vetoengageincollusion

towhichwenowturnouraHen@on.

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FormsofCollusion

Intheassump@onswesaidthatcollusionmayexistinanOligopoly.Wewillnowlookatthedifferentformsofcollusionthatcantakeplace.

1)PricingPolicy/LimitPricing:Onefirm,withthetacitagreementofothers,couldreducepricesforcingunwantedentrantsoutoftheindustry.

2)Produc-on/OutputPolicy:Firmscouldjointogethertolimitoutputtocertainagreedamounts.

3)SalesTerritories:Firmscoulddivideupthemarketsbetweenthemandagreenottocompeteineachother’smarketsegments.

4)Refusaltosupplyfirms:Firmsmaynotsupplythosefirmswhobuy

fromfirmsnotinthecartel.

5)ImplicitCollusion:Eachfirmrecognisesthatbehavingasiftheywere

branchesofasinglefirm,theirjointprofitswouldbehigher.SofirmsdonotprovoketheirrivalsbycuTngprices.Insteadtheytrytoincreasemarketsharebyengaginginnon-pricecompe@@vemeasures.

MostoftheformsofcollusionaboveareknownasExplicitCollusion

However,inmanyOligopoliesaroundtheworld,firmsmaynothaveanexplicitarrangement,butbyfollowingeachother’sac@ons,maycometoanimpliedagreementwhichreducescompe@@onandraiseseachoftheir

profits.ThistypeofcollusionisknownasImplicitCollusion.

Collusion:isanyac@ontakenbyseparateandrivalcompaniestorestrictcompe@@onbetweenthemwithaviewtoincreasingtheirtotalprofits

ExplicitCollusion:occurswhenseparatecompaniesjointlydecideonaspecificcourseofac@on,toreducecompe@@onbetweenthem,withaviewtoincreasingtheirtotalprofits.I.e.thereisanagreedarrangement.

ImplicitCollusion(TacitCollusion):occurswhenthereisnoformal

agreementbetweenfirms,buteachfirmactsinanon-compe@@vewayinordertoincreaseprofits.

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PriceLeadership

Thismeansthatthemostdominantfirmintheindustrysetsitspriceand,inordernottoengageinPriceCompe@@on,thesmallerfirmsinthe

industrysetthesamepricefortheirgoodswithoutanyexplicitagreement.

TheideaofPriceLeadershiphasbeenusedinconjunc@onwithorasanalterna@vetotheKinkedDemandCurve.WhenitisusedwiththeKinked

DemandCurveModel,itisgivenasthemethodbywhichthemarketreachestheequilibriumprice.Whenitisusedasanalterna@vetotheKinkedDemandCurve,itissaidthatitisPriceLeadershipalonethat

causesPriceRigidityandnottheKinkedDemandCurve.

Aswesaidintheassump@ons,firmstendnottoengageinPrice

Compe@@on.Thisisduetothefactthatifonefirmlowerstheirprice,allotherfirmsadoptthesametac@[email protected],eachfirmiss@llsellingthesameamountofgoods

astheywerebeforethepricedecrease,butnowtheyaresellingthesegoodsatalowerpriceandassucheachfirmisworseoffasaresult.This

givesrisetothefactthatOligopolis@cfirmsengageinNon-PriceCompe@@on.WewillnowdiscusstheProsandConstotheconsumerofNon-PriceCompe@@on.

PriceLeadership:occurswhenthelargestsuppliersetsitspriceandthesmallerrivalsfollowitslead.

PriceCompe--on:iswhenfirmscompetewithotherfirmsonthebasisofprice

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BenefitstotheConsumerofNon-PriceCompe--on

1) PriceStability:Non-PriceCompe@@onresultsinconstantpricesthusmakingiteasierfortheconsumertobudgetforthesegoods.

2) Be[erQualityProducts:Asfirmsdonotwishtocompeteon[rice,theonlywaytheycancompeteisbythequalityoftheirproductandtheira\ersalesservice.Thisresultsinahigherstandardofproduct

deliveredtotheconsumer.

3) BenefitsofAdver-sing:Asaformofadver@sing,differentfirms

sponsorspor@ngclubs,[email protected]@es,theyareincurringabenefitfromNon-PriceCompe@@on.

4) ConsumersaremoreInformed:Asaresultoftheadver@sing

employedbyeacholigopolis@cfirm,consumersbecomemoreinformedabouteachpoten@alproductandassucharebeHerableto

buythegoodthatbestsuitstheirneeds.

5) ConsumerLoyaltyisRewarded:Acertaintypeofcreditcanaccruetothecustomerfromconstantlyshoppinginonebusinessorconstantly

buyingthesamegood.E.g.ClubcardpointsinDunnes

ThelistaboveisthebenefitstoconsumersofNon-PriceCompe@@on.Howeverineverycase,PriceCompe@@onisbeHerfortheconsumer.WewillnowlookatwhyconsumerspreferPriceCompe@@on.

ReasonswhyConsumersPreferPriceCompe--on

1) CheaperPrices:Thefirstandmostimportantaspectofwhy

consumerspreferPriceCompe@@onisthatitensurescheaperprices,resul@nginanincreaseinconsumer’srealincome.

2) GreaterChoice:UnderPriceCompe@@on,nonefficientfirmsare

forcedoutoftheindustry.Assuch,thesepeoplewhofindthemselvesunemployedsearchforanicheinthemarkettogainemployment.

Whentheyfindthisnichetheyeithersetuptheirownfirmorworkin

Non-PriceCompe--on:occurswhenfirmstrytoincreasetheirmarketsharewithoutchangingtheirprice.

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abusinessthatprovidestheconsumerwithdifferentgoodsgivingthemagreaterchoice.

3) HigherCostsinNon-PriceCompe--on:The“extras”thatareofferedtotheconsumerunderNon-PriceCompe@@oncauseariseinthe

priceofthegoodwhichresultsinareduc@oninconsumer’srealincome.

4) UnwantedExtras:Manyoftheextraoffersthatareincludedwiththe

goodinNon-PriceCompe@@onarenotdesiredbytheconsumerandassuchareofnobenefitthem.

5) ExtrasnotUsed:Consumersfrequentlydonotusethevouchersorgi\tokensthattheyreceiveinNon-PriceCompe@@onandassuchthese“extras”aresomethingthattheconsumerneverreceives.

Objec-vesoftheFirmotherthanProfitMaximisa-on

Uptothispointinourcoursewehaveassumedthatthemainobjec@ve

ofeveryfirmistomaximiseprofits.Inrealitythisisagoodassump@onasitaccuratelyrepresentsthemainobjec@[email protected],therearereasonswhyfirms

mightnotwishtomaximiseprofitsandweshallnowlookatthesereasons.

Types of Non-Price Competition

SpecialOffers “X%ExtraFree”

Compe@@ons LocalandNa@onalSponserships

FreeGi\s FreeSamples

Coupons LoyaltyPoints

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ReasonswhyfirmsmaynotpursueProfitMaximisa-on

or

Objec-vesthatOligopolis-cfirmsmayhaveotherthanProfitMaximisa-on

1) FearofGovernmentInterven-on:FirmsmayfearthatverylargeSuperNormalProfits(SNP)mightaHractgovernmentaHen@onintheformoffurtherregula@onsorincreasedtaxes.Inordertoavoidthis,thefirmsmaydecidetoproduceacertainlevelofoutputotherthanthatlevelofoutputwhichmaximisesprofits.(WhereMC=MRandMCisrising).

2) FearCompe--on:AfirmmayfearthatverylargeSuperNormalProfits(SNP)mightaHractnewfirmsintotheindustry.Topreventthis,thefirmmightengageinLimitPricing,seTngpricessolowinordertodiscouragenewfirmsfromenteringtheindustry.Thefirmsufferslowerprofitsintheshortruninordertogainsustainedprofitsinthelongrun.

3) LessWork:Theownersofthebusinessmayprefertoearnstable/moderatelevelsofprofitsratherthanconstantlystrivingforlargesupernormalprofitsasthisiswhattheyaresa@sfiedwith.

4) LackofIncen-ve:Wherethemanagersarenotownerstheymaytendtowardsamoreconserva@veapproachratherthanadynamicdrivetoprofitmaximisa@on.

5) SalesMaximisa-on:Onceaminimumlevelofprofitisearnedtorewardshareholders,providefundsforreinvestmentetc.thefirmmayconcentrateonmaximisingsales;increasingitsshareofthemarket.Itmaywishtoachieveeconomiesofscale;decreasethelevelofsalesofrivalfirms;becomethemostdominantfirminthemarket.

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TheBaumolModelofSalesMaximisa-on

Aswesaidintheprevioussec@on,somefirmsmaywishtopursuepoliciesofsalesmaximisa@[email protected],thefirmwillsetanini@allevelofprofitthattheywishtoearnandsellasmanygoodsaspossibleconsistentwiththislevelofprofit.ThisideawasfirstputforwardbyProfessorWilliamBaumol.Seegraphbelow.

Ifwelookatthegraphabove,weseethatthelinePIrepresentstheini@allevelofprofitsetbythefirm.ThecurvePrepresentstheprofitfunc@on.Atlowlevelsofoutputtheprofitfunc@onrises,showingthatanincreaseinoutputresultsinanincreaseinprofit.(WhereMR>MC).

Theprofitfunc@on/curve,reachesitspeakatquan@tyQMAX.Thisisthemaximumlevelofprofitthatthefirmcanearn.Ifthefirmproducesonelessgoodoronemoregoodthanthisprofitmaximizingquan@ty,afallin

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profitswouldresult.MaximumProfitoccursatthelevelofoutputwhereMC=MRandMCisrising.

Beyondquan@tyQMAX,weseethattheprofitfunc@onstartstofallagain.Showingthatanincreaseinoutputresultsinadecreaseinprofits.(WhereMC>MR).

NOTE:Atverylowlevelsofoutputthefirmissufferingaloss.ThisisduetothefactthatFixedCostsareincurredevenifthefirmproducesnothing.Thefirmdoesnotbreakevenun@[email protected]\erquan@tyQBEthefirmbeginstoearnaprofit.

Ifwedropaperpendicularlineformwheretheini@alprofitline(PI)cutstheprofitcurve(P);wefindthetwoquan@@esthatthefirmcouldproduceinordertoearntherequiredlevelofprofit.Thesetwoquan@@[email protected],theywillproducethequan@tyQ2,thisisthelevelofoutputthatearnsthefirmthegreatestmarketshareconsistentwiththeini@allevelofprofit.

Ifthefirmisaprofitmaximiser,theywillproducequan@tyQMAX.

Ifthefirmwishestojustreachtheini@alprofitlevelandisnotconcernedwithprofitmaximisa@onormarketshare,thentheywillproducethequan@tyQ1.

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