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By W. Stewart Howe (auth.)
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Additional resources for Industrial Economics: An Applied Approach
Example text
45. 46. 47. 48. 49. 50. 51. 52. 47 part of large business firms for corporate growth and management security, Galbraith claims 'the prices that are so set ... will almost always be lower, and on occasion much lower, than those that would maximise profits over some period relevant to managerial calculation', Economics and the Public Purpose, Deutsch, London (1974), pp. 115-6 R. M. Cyert and]. G. March, Ref. 19, p. 1 ]. R. Wildsmith, Managerial Theories of the Firm, Martin Robertson, London (1973), p.
G. sales revenue or business growth, albeit subject to the maintenance of a minimum value of some parameter such as profit or the valuation ratio. The real advantage of these theories is that given the value of the parameters and a knowledge of the cost and revenue functions, we can trace the implications of the adoption of any of these newer objective functions in terms of pricing and output decisions, and compare this situation with that which would exist undu conditions of profit maximisation.
In his own more detailed analysis of sales revenue maximising behaviour Baumol confirms that in his view 'this hypothesis ... is at best only an approximation to a set of complex and variegated facts', and that his evidence for suggesting that particularly under oligopoly conditions management seek to maximise sales revenue rather than profits is 'again highly impressionistic; but ... 30 In supporting his sales revenue maximisation hypothesis Baumol suggests that falling business turnover will: further tum consumers from a firm's products if they feel that these are of diminishing popularity (a sort of reverse 'bandwagon' effect); leave banks unimpressed and thus make temporary funds harder to secure; cause wholesale and retail distributors to become less interested in handling the firm's goods, and so jeopardise further final consumer purchase; result in loss of personnel and so make employment relations difficult and unpleasant; and finally bring about a reduction in business monopoly power.