Read this section to learn about monopolistic competition. Take a moment to read through the stated learning outcomes for this chapter of the text, which you can find at the beginning of each section. These outcomes should be your goals as you read through the chapter. Attempt the "Try It" problem before checking your answer.
The first model of an imperfectly competitive industry that we shall investigate has conditions quite similar to those of perfect competition. The model of monopolistic competition assumes a large number of firms. It also assumes easy entry and exit.
This model differs from the model of perfect competition in one key respect: it assumes that the goods and services produced by firms are differentiated. This differentiation may occur by virtue of advertising, convenience of location, product quality,
reputation of the seller, or other factors. Product differentiation gives firms producing a particular product some degree of price-setting or monopoly power. However, because of the availability of close substitutes, the price-setting power of monopolistically
competitive firms is quite limited. Monopolistic competition is a model characterized by many firms producing similar but differentiated products in a market with easy entry and exit.
Restaurants are a monopolistically competitive sector; in most areas there are many firms, each is different, and entry and exit are very easy. Each restaurant has many close substitutes - these may include other restaurants, fast-food outlets, and the deli and frozen-food sections at local supermarkets. Other industries that engage in monopolistic competition include retail stores, barber and beauty shops, auto-repair shops, service stations, banks, and law and accounting firms.
Suppose a restaurant raises its prices slightly above those of similar restaurants with which it competes. Will it have any customers? Probably. Because the restaurant is different from other restaurants, some people will continue to patronize it. Within
limits, then, the restaurant can set its own prices; it does not take the market prices as given. In fact, differentiated markets imply that the notion of a single "market price" is meaningless.
Because products in a monopolistically competitive industry are differentiated, firms face downward-sloping demand curves. Whenever a firm faces a downward-sloping demand curve, the graphical framework for monopoly can be used. In the short run, the model of monopolistic competition looks exactly like the model of monopoly. An important distinction between monopoly and monopolistic competition, however, emerges from the assumption of easy entry and exit. In monopolistic competition, entry will eliminate any economic profits in the long run. We begin with an analysis of the short run.
Because a monopolistically competitive firm faces a downward-sloping demand curve, its marginal revenue curve is a downward-sloping line that lies below the demand curve, as in the monopoly model. We can thus use the model of monopoly that we have already
developed to analyze the choices of a monopsony in the short run.
Figure 11.1 "Short-Run Equilibrium in Monopolistic Competition" shows the demand, marginal revenue, marginal cost, and average total cost curves facing a monopolistically competitive firm, Mama's Pizza. Mama's competes with several other similar firms in a market in which entry and exit are relatively easy. Mama's demand curve D1 is downward-sloping; even if Mama's raises its prices above those of its competitors, it will still have some customers. Given the downward-sloping demand curve, Mama's marginal revenue curve MR1 lies below demand. To sell more pizzas, Mama's must lower its price, and that means its marginal revenue from additional pizzas will be less than price.
Figure 11.1 Short-Run Equilibrium in Monopolistic Competition
Looking at the intersection of the marginal revenue curve MR1 and the marginal cost curve MC, we see that the profit-maximizing quantity is 2,150 units per week. Reading up to the average total cost curve ATC, we see that the cost per unit equals $9.20.
Price, given on the demand curve D1, is $10.40, so the profit per unit is $1.20. Total profit per week equals $1.20 times 2,150, or $2,580; it is shown by the shaded rectangle.
We see in Figure 11.1 "Short-Run Equilibrium in Monopolistic Competition" that Mama's Pizza is earning an economic profit. If Mama's experience is typical, then other firms in the market are also earning returns that exceed what their owners could be
earning in some related activity. Positive economic profits will encourage new firms to enter Mama's market.
As new firms enter, the availability of substitutes for Mama's pizzas will increase, which will reduce the demand facing Mama's Pizza and make the demand curve for Mama's Pizza more elastic. Its demand curve will shift to the left. Any shift in a demand curve shifts the marginal revenue curve as well. New firms will continue to enter, shifting the demand curves for existing firms to the left, until pizza firms such as Mama's no longer make an economic profit. The zero-profit solution occurs where Mama's demand curve is tangent to its average total cost curve - at point A in Figure 11.2 "Monopolistic Competition in the Long Run". Mama's price will fall to $10 per pizza and its output will fall to 2,000 pizzas per week. Mama's will just cover its opportunity costs, and thus earn zero economic profit. At any other price, the firm's cost per unit would be greater than the price at which a pizza could be sold, and the firm would sustain an economic loss. Thus, the firm and the industry are in long-run equilibrium. There is no incentive for firms to either enter or leave the industry.
Figure 11.2 Monopolistic Competition in the Long Run
The existence of economic profits in a monopolistically competitive industry will induce entry in the long run. As new firms enter, the demand curve D1 and marginal revenue curve MR1 facing a typical firm will shift to the left,
to D2 and MR2. Eventually, this shift produces a profit-maximizing solution at zero economic profit, where D2 is tangent to the average total cost curve ATC (point A). The long-run equilibrium solution here is an output
of 2,000 units per week at a price of $10 per unit.
The term "monopolistic competition" is easy to confuse with the term "monopoly". Remember, however, that the two models are characterized by quite different market conditions. A monopoly is a single firm with high barriers to entry. Monopolistic competition
implies an industry with many firms, differentiated products, and easy entry and exit.
Why is the term monopolistic competition used to describe this type of market structure? The reason is that it bears some similarities to both perfect competition and to monopoly. Monopolistic competition is similar to perfect competition in that in both of these market structures many firms make up the industry and entry and exit are fairly easy. Monopolistic competition is similar to monopoly in that, like monopoly firms, monopolistically competitive firms have at least some discretion when it comes to setting prices. However, because monopolistically competitive firms produce goods that are close substitutes for those of rival firms, the degree of monopoly power that monopolistically competitive firms possess is very low.
The long-run equilibrium solution in monopolistic competition always produces zero economic profit at a point to the left of the minimum of the average total cost curve. That is because the zero profit solution occurs at the point where the downward-sloping
demand curve is tangent to the average total cost curve, and thus the average total cost curve is itself downward-sloping. By expanding output, the firm could lower average total cost. The firm thus produces less than the output at which it would
minimize average total cost. A firm that operates to the left of the lowest point on its average total cost curve has excess capacity.
Because monopolistically competitive firms charge prices that exceed marginal cost, monopolistic competition is inefficient. The marginal benefit consumers receive from an additional unit of the good is given by its price. Since the benefit of an additional unit of output is greater than the marginal cost, consumers would be better off if output were expanded. Furthermore, an expansion of output would reduce average total cost. But monopolistically competitive firms will not voluntarily increase output, since for them, the marginal revenue would be less than the marginal cost.
One can thus criticize a monopolistically competitive industry for falling short of the efficiency standards of perfect competition. But monopolistic competition is inefficient because of product differentiation. Think about a monopolistically competitive activity in your area. Would consumers be better off if all the firms in this industry produced identical products so that they could match the assumptions of perfect competition? If identical products were impossible, would consumers be better off if some of the firms were ordered to shut down on grounds the model predicts there will be "too many" firms? The inefficiency of monopolistic competition may be a small price to pay for a wide range of product choices. Furthermore, remember that perfect competition is merely a model. It is not a goal toward which an economy might strive as an alternative to monopolistic competition.
Suppose the monopolistically competitive restaurant industry in your town is in long-run equilibrium, when difficulties in hiring cause restaurants to offer higher wages to cooks, servers, and dishwashers. Using graphs similar to Figure 11.1 "Short-Run
Equilibrium in Monopolistic Competition" and Figure 11.2 "Monopolistic Competition in the Long Run", explain the effect of the wage increase on the industry in the short run and in the long run. Be sure to include in your answer an explanation of
what happens to price, output, and economic profit.
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