2. Monopolistic Competition and Oligopoly CHAPTER 12

3. When you have completed your study of this chapter, you will be able to C H A P T E R C H E C K L I S T Explain how price and quantity are determined in monopolistic competition. 1 Explain why selling costs are in monopolistic competition. 2 Explain the dilemma faced by firms in oligopoly. 3 Use game theory to explain how price and quantity are determined in oligopoly. 4

4. 12.1 MONOPOLISTIC COMPETITION Monopolistic competition is a market structure in which A large number of firms compete. Each firm produces a differentiated product. Firms compete on price, product quality, and marketing. Firms are free to enter and exit.

5.  Large Number of Firms Like perfect competition, the market has a large number of firms. Three implications are Small market share No market dominance Collusion impossible 12.1 MONOPOLISTIC COMPETITION

6.  Product Differentation Product differentiation is making a product that is slightly different from the products of competing firms. A differentiated product has close substitutes but it does not have perfect substitutes. When the price of one firm’s product rises, the quantity demanded of that firm’s product decreases. 12.1 MONOPOLISTIC COMPETITION

7.  Competing on Quality, Price, and Marketing Quality Design, reliability, after-sales service, and buyer’s ease of access to the product. Price Because of product differentiation, the demand curve for the firms’ product is downward sloping. Marketing Advertising and packaging 12.1 MONOPOLISTIC COMPETITION

8.  Entry and Exit No barriers to entry. So the firm cannot make economic profit in the long run. 12.1 MONOPOLISTIC COMPETITION  Identifying Monopolistic Competition Two indexes: The four-firm concentration ratio The Herfindahl-Hirschman Index

9. The Four-Firm Concentration Ratio The four-firm concentration ratio i s the percentage of the value of sales accounted for by the four largest firms in the industry. The range of concentration ratio is from almost zero for perfect competition to 100 percent for monopoly. A ratio that exceeds 60 percent is an indication of oligopoly. A ratio of less than 40 percent is an indication of a competitive market—monopolistic competition. 12.1 MONOPOLISTIC COMPETITION

10. The Herfindahl-Hirschman Index The Herfindahl-Hirschman Index (HHI) is the square of the percentage market share of each firm summed over the largest 50 firms in a market. Example, four firms with market shares as 50 percent, 25 percent, 15 percent, and 10 percent. HHI = 50 2 + 25 2 + 15 2 + 10 2 = 3,450 A market with an HHI less than 1,000 is regarded as competitive and between 1,000 and 1,800 is moderately competitive. 12.1 MONOPOLISTIC COMPETITION

11. How, given its costs and the demand for its jeans, does Tommy Hilfiger decide the quantity of jeans to produce and the price at which to sell them?  The Firm’s Profit-Maximizing Decision The firm in monopolistic competition makes its output and price decision just like a monopoly firm does. Figure 12.1 on the next slide illustrates this decision.

12. 1. Profit is maximized when MR = MC. 3. The profit-maximizing price is $75 per pair. 4. The firm makes an economic profit of $6,250 a day. 2. The profit-maximizing output is 125 pairs of Tommy jeans per day. ATC is $25 per pair, so 12.1 MONOPOLISTIC COMPETITION

13.  Long Run: Zero Economic Profit Economic profit induces entry and economic loss induces exit, as in perfect competition. Entry decreases the demand for the product of each firm. Exit increases the demand for the product of each firm. In the long run, economic profit is competed away and firms earn normal profit. Figure 12.2 on the next slide illustrates long-run equilibrium. 12.1 MONOPOLISTIC COMPETITION

14. 1. The output that maximizes profit is 75 pairs of Tommy jeans a day. 2. The price is $50 per pair. Average total cost is also $50 per pair. 3. Economic profit is zero. 12.1 MONOPOLISTIC COMPETITION

15.  Monopolistic Competition and Efficiency Efficiency requires that marginal benefit (price) equal marginal cost. In monopolistic competition, price exceeds marginal cost—a sign of inefficiency. But this inefficiency arises from product differentiation— variety—that consumers value and for which they are willing to pay. So in a broader view, monopolistic competition brings gains to consumers. 12.1 MONOPOLISTIC COMPETITION

16. Firms in monopolistic competition always have excess capacity in the long run. Excess Capacity A firm has excess capacity if the quantity it produces is less that the quantity at which average total cost is a minimum. A firm’s efficient scale is the quantity of production at which average total cost is a minimum. Figure 12.3 on the next slide shows the firm’s excess capacity in the long-run equilibrium. 12.1 MONOPOLISTIC COMPETITION

17. 1. The efficient scale is 100 pairs of jeans a day. 12.1 MONOPOLISTIC COMPETITION 2. In the long run, the firm produces less than the efficient scale and has excess capacity. 3. Price exceeds 4. marginal cost. 5. Deadweight loss arise.

18. 12.2 DEVELOPMENT AND MARKETING  Innovation and Product Development Wherever economic profits are earned, imitators emerge. To maintain economic profit, a firm must seek out new products. Cost Versus Benefit of Product Innovation The firm must balance the cost and benefit at the margin.

19. 12.2 DEVELOPMENT AND MARKETING Efficiency and Product Innovation Regardless of whether a product improvement is real or imagined, its value to the consumer is its marginal benefit, which equals the amount the consumer is willing to pay. The marginal benefit to the producer is the marginal revenue, which in equilibrium equals marginal cost. Because price exceeds marginal cost, product improvement is not pushed to its efficient level.

20. 12.2 DEVELOPMENT AND MARKETING  Marketing Firms in monopolistic competition spend a large amount on advertising and packaging their products. Marketing Expenditures A large proportion of the prices that we pay cover the cost of selling a good. Figure 12.4 on the next slide shows some estimates of marketing expenditures for some familiar markets.

21. 12.2 DEVELOPMENT AND MARKETING

22.  Selling Costs and Total Costs Selling costs such as advertising costs increase the costs of a monopolistically competitive firm above those of a perfectly competitive firm or a monopoly. Advertising costs are fixed costs. Advertising costs per unit decrease as production increases. Figure 12.5 on the next slide illustrates the effects of selling costs on total cost.

23. 12.2 DEVELOPMENT AND MARKETING 1. When advertising costs are added to 2. The average total cost of production, 3. Average total cost increases by a greater amount at small outputs than at large outputs.

24. 12.2 DEVELOPMENT AND MARKETING 4. If advertising enables sales to increase from 25 pairs of jeans a day to 100 pairs a day, it lowers the average total cost from $60 a pair to $40 a pair.

25. 12.2 DEVELOPMENT AND MARKETING Selling Costs and Demand Advertising and other selling efforts change the demand for a firm’s product. The effects are complex: A firm’s own advertising increases the demand for its product. Advertising by all firms might decrease the demand for any one firm’s product and make demand more elastic. The price might fall.

26. Efficiency: The Bottom Line Because price exceeds marginal cost, monopolistic competition creates deadweight loss—an indicator of inefficiency. Price exceeds marginal cost because of product differentiation. But product variety is valued. The bottom line is ambiguous. But compared to the alternative, monopolistic competition looks efficient. 12.2 DEVELOPMENT AND MARKETING

27. 12.3 OLIGOPOLY Another market type that stands between perfect competition and monopoly. Oligopoly is a market type in which A small number of firms compete. Natural or legal barriers prevent the entry of new firms.

28. 12.3 OLIGOPOLY In contrast to monopolistic competition and perfect competition, an oligopoly consists of a small number of firms. Each firm has a large market share The firms are interdependent The firms have an incentive to collude

29. 12.3 OLIGOPOLY  Collusion A cartel is a group of firms acting together to limit output, raise price, and increase economic profit. Cartels are illegal but they do operate in some markets. To study oligopoly, we look at the special case of duopoly. A duopoly is a market in which there are only two producers.

30. 12.3 OLIGOPOLY  Duopoly in Airplanes Airbus and Boeing are the only makers of large commercial jets. Monopoly Outcome If this industry had only one firm, it would operate as a single-price monopoly. Figure 12.6 on the next slide shows the monopoly outcome.

31. 12.3 OLIGOPOLY

32. The Duopolists’ Dilemma To achieve the monopoly profit, Airbus and Boeing might attempt to form a cartel. If the firms can agree to produce the monopoly output of 6 airplanes a week, joint profits will be $72 million.

33. 12.3 OLIGOPOLY Would it be in the self-interest of Airbus and Boeing to stick to the agreement and limit production to 3 planes a week each? With price exceeding marginal cost, one firm can an increase its profit by increasing its output. If both firms increased output when price exceeds marginal cost, the end of the process would be the same as perfect competition.

34. 12.3 OLIGOPOLY Perfect Competition Equilibrium occurs where the marginal revenue curve intersects the demand curve. The quantity produced is 12 planes a week and the price would be $1 million a plane. Figure 12.6 shows the perfect competition outcome and the range of possible oligopoly outcomes.

35. 12.3 OLIGOPOLY

36. Boeing can increase its economic profit by $4 million, from $36 million to $40 million. Boeing Increases Output to 4 Airplanes a Week And cause the economic profit of Airbus to fall by $6 million, from $36 million to $30 million.

37. 12.3 OLIGOPOLY Airbus Increases Output to 4 Airplanes a Week For Airbus, this outcome is an improvement on the previous one by $2 million a week. For Boeing, the outcome is worse than the previous one by $8 million a week.

38. 12.3 OLIGOPOLY Boeing Increases Output to 5 Airplanes a Week If Boeing increases output to 5 airplanes a week, its economic profit falls. Similarly, if Airbus increases output to 5 airplanes a week, its economic profit falls.

39. 12.3 OLIGOPOLY The Dilemma If both firms stick to the monopoly output, they each produce 3 airplanes and make $36 million. If they both increase production to 4 airplanes a week, they make $32 million each. If only one firm increases production to 4 airplanes a week, that firm makes $40 million. What do they do? Game theory provides an answer.

40. 12.4 GAME THEORY Game theory The tool used to analyze strategic behavior—behavior that recognizes mutual interdependence and takes account of the expected behavior of others.

41. 12.4 GAME THEORY  What Is a Game? All games involve three features: Rules Strategies Payoffs Prisoners’ dilemma A game between two prisoners that shows why it is hard to cooperate, even when it would be beneficial to both players to do so.

42. 12.4 GAME THEORY  The Prisoners’ Dilemma Art and Bob been caught stealing a car: sentence is 2 years in jail. DA wants to convict them of a big bank robbery: sentence is 10 years in jail. DA has no evidence and to get the conviction, the DA makes the prisoners play a game.

43. 12.4 GAME THEORY Rules Players cannot communicate with one another. If both confess to the larger crime, each will receive a sentence of 3 years for both crimes. If one confesses and the accomplice does not, the one who confesses will receive a 1-year sentence, while the accomplice receives a 10-year sentence. If neither confesses, both receive a 2-year sentence.

44. 12.4 GAME THEORY Strategies The strategies of a game are all the possible outcomes of each player. The strategies in the prisoners’ dilemma are Confess to the bank robbery. Deny the bank robbery.

45. 12.4 GAME THEORY Payoffs Four outcomes: Both confess. Both deny. Art confesses and Bob denies. Bob confesses and Art denies. A payoff matrix is a table that shows the payoffs for every possible action by each player given every possible action by the other player.

46. 12.4 GAME THEORY Table 12.5 shows the prisoners’ dilemma payoff matrix for Art and Bob.

47. 12.4 GAME THEORY Equilibrium Occurs when each player takes the best possible action given the action of the other player. Nash equilibrium An equilibrium in which each player takes the best possible action given the action of the other player.

48. 12.4 GAME THEORY The Nash equilibrium for Art and Bob is to confess. Not the Best Outcome The equilibrium of the prisoners’ dilemma is not the best outcome.

49. 12.4 GAME THEORY  The Duopolists’ Dilemma as a Game Each firm has two strategies. It can produce airplanes at the rate of: 3 a week 4 a week

50. 12.4 GAME THEORY Because each firm has two strategies, there are four possible combinations of actions: Both firms produce 3 a week (monopoly outcome). Both firms produce 4 a week. Airbus produces 3 a week and Boeing produces 4 a week. Boeing produces 3 a week and Airbus produces 4 a week.

51. 12.4 GAME THEORY The Payoff Matrix Table 12.6 shows the payoff matrix as the economic profits for each firm in each possible outcome.

52. 12.4 GAME THEORY Equilibrium of the Duopolists’ Dilemma Both firms produce 4 a week. Like the prisoners, the duopolists fail to cooperate and get a worse outcome than the one that cooperation would deliver.

53. 12.4 GAME THEORY Collusion is Profitable but Difficult to Achieve The duopolists’ dilemma explains why it is difficult for firms to collude and achieve the maximum monopoly profit. Even if collusion were legal, it would be individually rational for each firm to cheat on a collusive agreement and increase output. In an international oil cartel, OPEC, countries frequently break the cartel agreement and overproduce.

54. 12.4 GAME THEORY  Advertising and Research Games in Oligopoly Advertising campaigns by Coke and Pepsi, and research and development (R&D) competition between Procter & Gamble and Kimberly-Clark are like the prisoners’ dilemma game.

55. 12.4 GAME THEORY Coke and Pepsi have two strategies: advertise or not advertise. Advertising Game Table 16.8 shows the payoff matrix as the economic profits for each firm in each possible outcome.

56. 12.4 GAME THEORY The Nash equilibrium for this game is for both firms advertise. But they could earn a larger joint profit if they could collude and not advertise.

57. 12.4 GAME THEORY P&G and Kimberly- Clark have two strategies: spend on R&D or do no R&D. Table 16.9 shows the payoff matrix as the economic profits for each firm in each possible outcome. Research and Development Game

58. 12.4 GAME THEORY The Nash equilibrium for this game is for both firms to undertake R&D. But they could earn a larger joint profit if they could collude and not do R&D.

59. 12.4 GAME THEORY  Repeated Games Most real-world games get played repeatedly. Repeated games have a larger number of strategies because a player can be punished for not cooperating. This suggests that real-world duopolists might find a way of learning to cooperate so that they can enjoy monopoly profit. The next slide shows the payoffs with a “tit-for-tat” response.

60. 12.4 GAME THEORY Week 1: Suppose Boeing contemplates producing 4 planes a week. Boeing’s profit will increase from $36 million to $40 million and Airbus’s profit will decrease from $36 million to $30 million. Week 2: Airbus punishes Boeing and produces 4 planes a week.

61. 12.4 GAME THEORY But Boeing must go back to 3 planes a week to induce Airbus to cooperate in week 3. In week 2, Airbus’s profit is $40 million and Boeing’s profit is $30 million. Over the two weeks, Boeing’s profit would have been $72 million if it cooperated but only $70 million with Airbus’s tit-for- tat response.

62. 12.4 GAME THEORY In reality, where a duopoly works like a one-play game or a repeated game depends on the number of players and the ease of detecting and punishing overproduction. The larger the number of players, the harder it is to maintain the monopoly outcome.

63. 12.4 GAME THEORY  Is Oligopoly Efficient? In oligopoly, price usually exceeds marginal cost. So the quantity produced is less than the efficient quantity. Oligopoly suffers from the same source and type of inefficiency as monopoly. Because oligopoly is inefficient, antitrust laws and regulations are used to try to reduce market power and move the outcome closer to that of competition and efficiency.

64. The payoff matrix here describes a game that might be familiar to you: the lovers’ dilemma. A Game in YOUR Life Jane and Jim like to do things together. But Jane likes the movies more than the ball game, and Jim likes the ball game more than movies. What do they do?

65. You can figure out that Jim never goes to the movies alone and Jane never goes to the game alone. A Game in YOUR Life So they out together. To the movies or the ball game? This game, unlike the prisoners’ dilemma, has no unique equilibrium. What do the payoffs tell you?