You see this practice all the time in the airline industry: When American Airlines announces a fare decrease, Continental, United Airlines, and others do likewise. But there’s a catch: because products are fairly similar, when one company lowers prices, others are often forced to follow suit to remain competitive. As large firms supplying a sizable portion of a market, these companies have some control over the prices they charge. Companies in oligopolistic industries include such large-scale enterprises as automobile companies and airlines. In addition, because the cost of starting a business in an oligopolistic industry is usually high, the number of firms entering it is low. In an oligopolistic market, each seller supplies a large portion of all the products sold in the marketplace. Under monopolistic competition, therefore, companies have only limited control over price. Regardless of customer loyalty to a product, however, if its price goes too high, the seller will lose business to a competitor. At other times, perceived differences between products are promoted by advertising designed to convince consumers that one product is different from another-and better than it. How is product differentiation accomplished? Sometimes, it’s simply geographical you probably buy gasoline at the station closest to your home regardless of the brand. Thus, if Coke has a big promotional sale at a supermarket chain, some Pepsi drinkers might switch (at least temporarily). But what if there was a substantial price difference between the two? In that case, buyers could be persuaded to switch from one to the other. Some people prefer Coke over Pepsi, even though the two products are quite similar. Products can be differentiated in a number of ways, including quality, style, convenience, location, and brand name. Instead, they sell differentiated products-products that differ somewhat, or are perceived to differ, even though they serve a similar purpose. Now, however, they don’t sell identical products. In monopolistic competition, we still have many sellers (as we had under perfect competition). Without competition, in other words, it enjoyed a monopolistic position in regard to pricing. Polaroid priced the product high enough to recoup, over time, the high cost of bringing it to market. A classic example of a company that enjoyed a patent-based legal monopoly is Polaroid, which for years held exclusive ownership of instant-film technology. Patents allow companies a certain period to recover the heavy costs of researching and developing products and technologies. During this period, other companies can’t use the invented product or process without permission from the patent holder. Patents are issued for a limited time, generally twenty years. As a rule, they’re required to serve all customers, even if doing so isn’t cost efficient.Ī legal monopoly arises when a company receives a patent giving it exclusive use of an invented product or process. For instance, they can’t charge whatever prices they want, but they must adhere to government-controlled prices. In exchange for the right to conduct business without competition, they’re regulated. They inhibit competition, but they’re legal because they’re important to society. Such enterprises require huge investments, and it would be inefficient to duplicate the products that they provide. Natural monopolies include public utilities, such as electricity and gas suppliers. Most fall into one of two categories: natural and legal. There are few monopolies in the United States because the government limits them. The market could be a geographical area, such as a city or a regional area, and doesn’t necessarily have to be an entire country. In a monopoly, however, there’s only one seller in the market. In perfect competition, there are many small companies, none of which can control prices they simply accept the market price determined by supply and demand. In terms of the number of sellers and degree of competition, a monopoly lies at the opposite end of the spectrum from perfect competition. Perfect competition was discussed in the last section we’ll cover the remaining three types of competition here. 3.2 Forms of Competitive Advantage & Industry StructureĪs mentioned previously, economists have identified four types of competition-perfect competition, monopolistic competition, oligopoly, and monopoly.
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