《管理经济学》研究生课件IPPTChap007

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,4/15/2013,‹#›,Chapter 7,The Nature of Industry,McGraw-Hill/Irwin,Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.,Chapter Outline,Market structure,Firm size,Industry concentration,Technology,Demand and market conditions,Potential for entry,Conduct,Pricing behavior,Integration and merger activity,Research and development,Advertising,Performance,Profit,Social welfare,The structure-conduct-performance paradigm,Causal view,Feedback critique,Relation to the Five Forces Framework,7-,2,,Chapter,Overview,Introduction,Chapter 6 focused on the optimal way to acquire the efficient mix of inputs, and how to solve various principal-agent problems that arise within the firm.,This chapter provides an overview of the nature of various industries.,How concentrated are sales in one industry relative to another?,How do price-cost margins vary by industry?,How do advertising and R&D expenditures vary by industry?,7-,3,,Chapter,Overview,Market Structure,Market structure factors that impact managerial decisions:,Number of firms competing in an industry.,Relative size of firms (concentration).,Technological and cost conditions.,Demand conditions.,Ease of firm exit or entry.,7-,4,,Market Structure,Industry Concentration,Measures the size distribution of firms within an industry.,Are there many small firms?,Are there only a few large firms?,7-,5,,Market Structure,Measuring Industry Concentration,Measures of industry concentration,Four-firm concentration ratio:,,Herfindahl-Hirschman index (,HHI,):,,,7-,6,,Market Structure,Measuring Industry Concentration in Action,Suppose an industry is composed of six firms. Four firms have sales of $10 each, and two firms haves sales of $5 each. What is the four-firm concentration ratio for this industry?,Answer:,Total industry sales are,,.,Sales of the four largest firms are $40.,The four-firm concentration ratio is:,,The four largest firms in the industry account for 80 percent of total industry output.,7-,7,,Market Structure,Measuring Industry Concentration In Action,7-,8,,Industry,C,4,(percentage),HHI,Distilleries,70,1,519,Fluid,milk,46,1,075,Motor,vehicles,68,1,744,Snack foods,53,1,984,Furniture,and related products,11,62,Semiconductor,and other electronic components,34,476,Soft drinks,52,891,Market Structure,Limitations of Concentration Measures,Factors that impact and limit industry concentration measures include:,Global markets.,National, regional and local markets.,Industry definitions and product classes.,,7-,9,,Market Structure,Technology and Costs,Industries differ in regard to the technologies used to produce goods and services.,Labor-intensive industries.,Capital-intensive industries.,Within a given industry if the available technology is:,the same, firms will likely have similar cost structures.,different, one firm will likely have a cost advantage.,,7-,10,,Market Structure,Demand and Market Conditions,Industries with,l,ow demand,may,imply few firms.,high demand,may,imply many firms.,Elasticity of demand varies from industry to industry.,The,Rothschild index,measures the sensitivity to price of a product group as a whole relative to the sensitivity of the quantity demanded of a single firm to a change in its price.,,7-,11,,Market Structure,Demand and Market Conditions in Action,The industry elasticity of demand for airline travel is -3, and the elasticity of demand for an individual carrier is -4. What is the Rothschild index for this industry?,Answer:,The Rothschild index is:,,,7-,12,,Market Structure,Demand and Market Conditions In Action,7-,13,,Industry,Own,Price Elasticity of Market Demand,Own Price Elasticity,of Demand for Representative Firm,Rothschild,Index,Food,-1.0,-3.8,0.26,Tobacco,-1.3,-1.3,1.00,Textiles,-1.5,-4.7,0.32,Apparel,-1.1,-4.1,0.27,Paper,,-1.5,-1.7,0.88,Chemicals,-1.5,-1.5,1.00,Petroleum,-1.5,-1.7,0.88,Market Structure,Potential for Entry,Optimal decisions by firms in an industry will depend on the ease with which new firms can enter the market.,Several factors can create barriers to entry (or make entry difficult).,Capital requirements.,Patents.,Economies of scale.,7-,14,,Market Structure,Conduct,Behavior of firms:,Price markup over costs.,Integration and merger.,Advertising expenditures.,Research and development expenditures.,7-,15,,Conduct,Pricing Behavior,Lerner index,A measure of the difference between price and marginal cost as a fraction of the product’s price.,,rearranging this equation yields,,, where,,is the,markup factor,over marginal costs.,7-,16,,Conduct,Pricing Behavior in Action,A firm in the airline industry has a marginal cost of $200 and charges a price of $300. What are the Lerner index and markup factor?,The Lerner index is,,The markup factor is,,7-,17,,Conduct,Pricing Behavior In Action,7-,18,,Industry,Lerner Index,Markup Factor,Food,0.26,1.35,Tobacco,0.76,4.17,Textiles,0.21,1.27,Apparel,0.24,1.32,Paper,,0.58,2.38,Chemicals,0.67,3.03,Petroleum,0.59,2.44,Conduct,Integration and Merger Activity,Integration,Uniting productive resources of firms.,Can occur during the formation of a firm.,Merger,Two or more existing firms “unite,” or merge, into a single firm.,Reasons firms merge:,Reduce transaction costs.,Reap benefits of economies of scale and scope.,Increase market power.,Gain better access to capital markets.,,7-,19,,Conduct,Types of Integration,Vertical integration,Various stages in the production of a single product are carried out in a single firm.,Horizontal integration,Merging two or more,similar,final products into a single firm.,Conglomerate mergers,Integration of two or more,different,product lines into a single firm.,,7-,20,,Conduct,Research and Development,Research and development,Expenditures made by firms to gain a technological advantage, with the aim of acquiring a patent.,7-,21,,Company,Industry,R&D as Percentage of Sales,Bristol-Meyers,Squibb,Pharmaceuticals,19.7,Ford,Motor,vehicle and parts,4.1,Goodyear Tire and Rubber,Rubber and plastic parts,2.0,Kellogg,Food,1.5,Proctor & Gable,,Soaps,and cosmetics,2.5,Conduct,Advertisement,Advertisement,Expenditures made by firms to inform or persuade consumers to purchase their products.,7-,22,,Company,Industry,Advertising,,as Percentage of Sales,Bristol-Meyers,Squibb,Pharmaceuticals,4.9,Ford,Motor,vehicle and parts,3.2,Goodyear Tire and Rubber,Rubber and plastic parts,2.5,Kellogg,Food,9.2,Proctor & Gable,,Soaps,and cosmetics,11.7,Conduct,Dansby-Willig Performance Index,Ranks industries according to how much social welfare would improve if the output in an industry were increased by a small amount.,,7-,23,,Industry,Dansby-Willig Index,Food,0.51,Rubber,0.49,Textiles,0.38,Apparel,0.47,Paper,,0.63,Chemicals,0.67,Petroleum,0.63,Performance,Structure-Conduct-Performance,Structure:,Factors like technology, concentration and market conditions.,Conduct:,Individual firm behavior in the market. Behavior includes pricing decisions, advertising decisions and R&D decisions, among other factors.,Performance:,Resulting profit and social welfare that arise in the market.,Structure-conduct-performance paradigm,Model that views these three aspects of industry as being integrally related.,,7-,24,,The Structure- Conduct-Performance Paradigm,The Casual View,Market structure “causes” firms to behave in a certain way.,… this behavior, or conduct, “causes” resources to be allocated in certain ways.,… this resource allocation leads to “good” or “bad” performance.,7-,25,,The Structure- Conduct-Performance Paradigm,The Feedback Critique,There is no one-way causal link among structure, conduct and performance.,Firm conduct can affect market structure;,Market performance can affect conduct and market structure.,7-,26,,The Structure- Conduct-Performance Paradigm,Five Forces Framework,7-,27,,Power of,Input Suppliers,Supplier Concentration,Price/Productivity of Alternative Inputs,Relationship-Specific Investments,Supplier Switching Costs,Government Restraints,Power of,Buyers,Buyer Concentration,Price/Value of Substitute Products or Services,Relationship-Specific Investments,Customer Switching Costs,Government Restraints,Entry,,Substitutes & Complements,Industry Rivalry,Concentration,Price, Quantity, Quality,,or Service Competition,Degree of Differentiation,,Level, Growth,,and Sustainability,Of Industry Profits,,,,,,Entry Costs,Speed of Adjustment,Sunk Costs,Economies of Scale,Network Effects,Reputation,Switching Costs,Government Restraints,Price/Value of Surrogate Products or Services,Price/Value of Complementary Products or Services,Network Effects,Government Restraints,Switching Costs,Timing of Decisions,Information,Government Restraints,,The Structure- Conduct-Performance Paradigm,Looking Ahead,Perfect competition,Many, small firms and consumers relative to market.,Firms produce very similar products.,No market power (P = MC).,Monopoly,Sole producer of good or service.,Market power (P > MC).,Monopolistic competition,Many, small firms and consumers relative to market.,Firms produce,slightly different products,.,Limited market power.,Oligopoly,Few, large firms tend to dominate market.,Price/marketing strategies are mutually interdependent with other firms in the industry.,7-,28,,Overview of the Remainder of the Book,Conclusion,Modern approach to studying industries involves examining the interrelationship between structure, conduct and performance.,Industries dramatically vary with respect to concentration levels.,The four-firm concentration ratio and Herfindahl-Hirschman index measure industry concentration.,The Lerner index measures the degree to which firms can markup price above marginal cost; it is a measure of a firm’s market power.,Industry performance is measured by industry profitability and social welfare.,,7-,29,,。