战略经济学(三)PPT课件

What determines the horizontal boundaries of firms?
– 为什么一些行业大企业占主导地位，而另一些行业小企业占据 主导地位
– 是不是企业越大越好
How should a firm optimally choose its horizontal boundaries?
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Economies of Scope
The terms “Economies of Scale” and “Economies of Scope” are sometimes used interchangeably
Economics of Strategy
Besanko, Dranove, Shanley and Schaefer, 4th Edition
Chapter 2 Horizontal Boundaries of the Firm
对外经济贸易大学国际商学院
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Horizontal Boundaries
Horizontal boundaries: How big a market does a firm serve?
In some industries a few large firms dominate the market (Commercial aircraft manufacture)
L-shaped Cost Curve
In reality, cost curves are closer to L-shaped curves that to U-shaped curves
A minimum efficient size (MES) beyond which average costs are identical across firms
U-shape implies cost disadvantage for very small and very large firms
Unique optimum size for a firm
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L-shaped Cost Curve
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– Cost savings when different goods/services are produced “under one roof”
Learning curve
– Cost advantage from accumulated expertise and knowledge
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Economies of Scope
TC(QA, QB) < TC(QA, 0) + TC(0, QB) TC(QA, QB) – TC(0,QB) < TC(QA, 0) – TC(0, 0) Production of B reduces the incremental cost
of producing A
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Economies of Scope
Common expressions that describe strategies that exploit the economies of scope
– “Leveraging core competences” – “Competing on capabilities” – “Mobilizing invisible assets” – Diversification into related products
In others, smaller firms are the norm (Apparel design, 埃森哲)
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Horizontal Boundaries
There are several industries where large firms and small firms co-exist (Software, Beer, Banks, Insurance companies)
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Economies of Scale
When the marginal cost is less than average cost, there are economies of scale
公式推导 Example: Computer software. The marginal
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Economies of Scope
Firm 1 produces two products: A and B Firm 2 produces A only If the cost of producing A is smaller for Firm 1
than Firm 2, there are economies of scope
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Determinants of Horizontal Boundaries
Economies of scale
– Declining average cost with volume – 你认为哪些产业不存在规模经济？一定不存在吗？
Economies of scope
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U-Shaped Cost Curve
Average cost declines as fixed costs are spread over larger volumes
Average cost eventually start increasing as capacity constraints kick in
cost of reproducing a CD is negligible compared with the huge fixed cost associated with software development
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U-shaped cost curve
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Байду номын сангаас
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