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Firm Objectives
Maximising Goals
Profit Maximisation
Achieved when marginal revenue = marginal cost Maximum distance between total revenue and total cost Assumes that owners control the management of the business Requires knowledge of cost and revenue conditions in the market so that MR and MC can be found
P1 ATC
AC1
MR Q1
AR
Output (Q)
TR
Fixed Costs
Total revenue rises at a decreasing rate (falling AR and MR) Total cost rises at an increasing rate once marginal cost starts to rise (diminishing returns set in)
Output (Q)
TR
Max Profit
Q2
Q1
Output (Q)
Max Profit
TC
Q2: Max Profit Q1: Max Revenue Q3: Break Even Output
TR
Q2
Q1
Q3
Output (Q)
Max Profit
TC
TR
Q2 Total Profit
Q1
Q3
Output (Q)
TR
Q2 Total Profit
Q1
Q4
Q3
Output (Q)
Each group may have different objectives / goals Dominant group at any moment in time can give greater emphasis to their own objectives Maximising behaviour may be replaced by satisficing I.e. setting minimum acceptable levels of achievement Equity and Bond markets may play an important role in monitoring the performance of managers in a company
Conflicting Objectives?
Employees Managers Shareholders
Perks