Professional Documents
Culture Documents
ninth edition
Thoma
Mauric
Chapter 12
Managerial Decisions for
Firms with Market Power
McGraw-Hill/Irwin
McGraw-Hill/Irwin
Managerial
Economics,
Managerial Economics,
Managerial Economics
Market Power
Ability of a firm to raise price
without losing all its sales
Any firm that faces downward sloping
demand has market power
Managerial Economics
Monopoly
Single firm
Produces & sells a good or service
for which there are no good
substitutes
New firms are prevented from
entering market because of a
barrier to entry
12-3
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Managerial Economics
P MC
Lerner index
P
12-5
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12-9
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Brand loyalties
Strong customer allegiance to existing
firms may keep new firms from finding
enough buyers to make entry worthwhile
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Managerial Economics
Network externalities
Occur when value of a product increases
as more consumers buy & use it
Make it difficult for new firms to enter
markets where firms have established a
large network of buyers
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TR
MRP
MR MP
L
When producing with a single variable input:
Employ amount of input for which MRP = input
price
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Monopolistic Competition
Large number of firms sell a
differentiated product
Products are close (not perfect)
substitutes
Market is monopolistic
Product differentiation creates a
degree of market power
Market is competitive
Large number of firms, easy entry
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Managerial Economics
Monopolistic Competition
Short-run equilibrium is identical to
monopoly
Unrestricted entry/exit leads to
long-run equilibrium
Attained when demand curve for each
producer is tangent to LAC
At equilibrium output, P = LAC and
MR = LMC
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Q a' bP
dP
Where a' a cM
R
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a' 1
P
Q A BQ
b
b
1
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a' 2
MR A 2 BQ
Q
b
b
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AVC a bQ cQ
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P* = A + BQ*
Q* & P* are only optimal if P AVC
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AVC a bQ cQ
*
*2
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500
500
Q
50, 000
P
500
500
1
P 100
Q
500
100 0.002Q
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P 100 0.002Q
MR 100 0.004Q
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So,
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Output decision
72 0.006Q 0.000003Q
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0.000006
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$88
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$34
Because P $88 $34 AVC, Aztec should
produce rather than shut down
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Multiple Plants
If a firm produces in 2 plants, A & B
Allocate production so MCA = MCB
Optimal total output is that for which
MR = MCT
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Managerial Economics
A Multiplant Firm
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(Figure 12.11)