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Business Strategy
Chapter 7
The Nature of Industry
McGraw-Hill/Irwin
Michael R. Baye, Managerial Economics and
Business Strategy Copyright 2008 by the McGraw-Hill Companies, Inc. All rights reserved.
7-2
Overview
I. Market Structure
Measures of Industry Concentration
II. Conduct
Pricing Behavior
Integration and Merger Activity
III. Performance
Dansby-Willig Index
Structure-Conduct-Performance Paradigm
IV. Preview of Coming Attractions
7-3
Industry Analysis
Market Structure
Number and size of firms.
Industry concentration.
Technological and cost conditions.
Demand conditions.
Ease of entry and exit.
Conduct
Pricing.
Advertising.
R&D.
Merger activity.
Performance
Profitability.
Social welfare.
Industry Analysis
Ukuran eksplisit terhadap konsep-konsep
teori diperlukan (misalnya untuk kinerja:
profitability, untuk struktur pasar market
concentration
Conduct strategi menentukan harga,
memilih sarana untuk promosi dan
advertising
7-5
Approaches to Studying
Industry
The Structure-Conduct-Performance (SCP) Paradigm:
Causal View
Market Conduct Performance
Structure
Power of Power of
Input Suppliers Buyers
Supplier Concentration Level, Growth, Buyer Concentration
Price/Productivity of Price/Value of Substitute
Alternative Inputs and Sustainability
Products or Services
Relationship-Specific Of Industry Profits Relationship-Specific
Investments Investments
Supplier Switching Costs Customer Switching Costs
Government Restraints Government Restraints
Industry Concentration
Four-Firm Concentration Ratio
The sum of the market shares of the top four firms in the defined
industry. Letting Si denote sales for firm i and ST denote total
industry sales
Si
C4 w1 w2 w3 w4 , where w1
ST
Example
There are five banks competing in a local market.
Each of the five banks have a 20 percent market
share.
What is the four-firm concentration ratio?
C4 0.2 0.2 0.2 0.2 0.8
What is the HHI?
2 2 2 2
HHI 10,000 .2 .2 .2 .2 .2 2,000
2
7-10
Technology
Industries differ regarding the technology
used to produce goods and services.
Some industries are labor intensive;
Some industries are capital intensive;
Other industries use a combination of labor and capital.
demand dan market condition
Markup Factor
From the Lerner Index, the firm can determine the
factor by which it should over MC. Rearranging the
Lerner Index
1
P MC
1 L
The markup factor is 1/(1-L).
When the Lerner Index is zero (L = 0), the markup factor is 1 and P = MC.
When the Lerner Index is 0.20 (L = 0.20), the markup factor is 1.25 and the
firm charges a price that is 1.25 times marginal cost.
7-19
Guidelines
Based on HHI = 10,000 wi2, where
wi = Si /ST.
Merger may be challenged if
HHI exceeds 1800, or would be after merger, and
Merger increases the HHI by more than 100.
But...
Recognizes efficiencies: The primary benefit of mergers
to the economy is their efficiency potential...which can
result in lower prices to consumers...In the majority of
cases the Guidelines will allow firms to achieve
efficiencies through mergers without interference...
7-22
Performance
Performance refers to the profits and social
welfare that result in a given industry.
Social Welfare = CS + PS
Dansby-Willig Performance Index measure by how
much social welfare would improve if firms in an
industry expanded output in a socially efficient manner.
7-23
Dansby-Willig
Performance Index
Industry Dansby-Willig Index
Food 0.51
Textiles 0.38
Apparel 0.47
Paper 0.63
Chemicals 0.67
Petroleum 0.63
Rubber 0.49
7-24
Competition policy
Ekonomi pasar itu seperti mahluk hidup.
Supaya sehat dan kuat, reformasi ekonomi
harus dilakukan secara konstan yang pastinya
membawa banyak tantangan dan kesulitan.
Disadari bahwa otoritas persaingan tidak dapat
melakuan semuanya sendiri. Namun paling
tidak badan ini harus melakukan initiative
karena tidak ada badan lain yang mau dan
memiliki kewenangan untuk melakukannya.
7-38
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
firms market power.
Industry performance is measured by industry profitability
and social welfare.