4 - 4 Maximizingprofitsinthe Longrun: The Long-Run Average Cost Curve Is Not A Map of Minimum Sracs

B E Y O N D S U P P LY : F I R M S I N T H E E C O N O M I C S Y S T E M 131
Finally, you will see that the LRAC in Figure 4.7 does not pass through the
minimum points on SRAC1 or SRAC2.
The long-run average cost curve is not a map of minimum SRACs
• The LRAC displays all the minimum average cost methods of producing
output when all factors of production can be varied.
• The SRAC displays the average cost of production of a range of output for
one plant.
4.4 MAXIMIZING PROFITS IN THE

LONG RUN
If firms are to make the most efficient use of their resources, they should produce
as much output as possible from the factors of production they use. To decide
how much output each firm should produce firms need to consider their profits.
Initially here, the case of the long-run output decision is considered. Using analysis
as in previous sections, we can examine the marginal revenue and marginal cost
position of a sample firm to work out what the best or optimal output should be to
maximize its profits. These are shown in Figure 4.8.
The firm faces the downward sloping demand curve shown in Figure 4.8. The
corresponding MR curve for this demand curve is also shown. The costs facing the
Cost/
revenue/
MC
price
Output
Q* MR
F I G U R E 4 . 8 P R O F I T- M A X I M I Z I N G O U T P U T: R E V E N U E ,
COST AND DEMAND
132 THE ECONOMIC SYSTEM
firm are graphed by the marginal cost curve (the corresponding average cost curve
is not included to keep the diagram clear initially).
To maximize its profits the firm wants to produce output up to the point where
the additional revenue earned on its last unit of output covers the costs of that unit.
This occurs at output of Q ∗ and is found by examining the point where the MR
and MC curves intersect and checking the level of output that corresponds to this
point. It makes sense to produce output up to Q ∗ because up to this output level
the marginal revenue curve lies above the marginal cost curve – increasing output
adds more to revenues than to costs. Beyond Q ∗ , this is no longer the case as the
marginal cost curve lies above the marginal revenue curve and the marginal costs of
further units of output are greater than the marginal revenue earned by the firm.
The profit-maximizing output level is found by identifying the quantity that

coincides with MC = MR.
Once the decision regarding output has been made, this also suggests the profit-
maximizing price that the firm should charge, as shown in Figure 4.9. If the firm
wishes to produce Q ∗ , this quantity corresponds to one price only on the demand
curve and that price is shown as P ∗ . If price were other than P ∗ , a quantity other
than Q ∗ would be demanded.
To maximize profits in the long run a firm should:
• Establish the quantity that coincides with the point where its marginal costs
and its marginal revenues intersect.
• Based on this quantity, set the price of its product from its demand curve.
• Ensure that the price it charges customers is sufficient to cover its average
production costs.
Cost/
revenue/
price MC
P*
D
Output
Q* MR
F I G U R E 4 . 9 P R O F I T- M A X I M I Z I N G P R I C E : R E V E N U E ,
COST AND DEMAND
This final point is of huge importance. Consider Figure 4.10, which now also
includes the average cost curve. In Figure 4.10 it is possible to compare the price
the firm receives if it sells Q ∗ to the average cost it incurs for this output. The price
and average cost of Q ∗ units of output are P ∗ and AC∗ respectively. The difference
between P ∗ and AC∗ indicates that at Q ∗ , the price earned is more than sufficient
to cover the firm’s average costs, meaning economic profits are earned. The size of
the profits is given by the shaded rectangle.
If P ∗ = £100, AC ∗ = 50 and output at Q ∗ = 1800 total revenue (P × Q) =

£180 000, total costs = £90 000 and profits = £90 000.
4.4.1 PROFIT MAXIMIZATION, NORMAL PROFIT AND EFFICIENCY

For the example shown in Figure 4.10 we can comment on the efficiency of the
production of the firm in question. The firm is producing the quantity of output for
which its average costs are minimized. The quantity Q ∗ corresponds to the lowest
point on its average cost curve so the firm is operating at the minimum efficient
scale of production. The price charged of P ∗ is greater than the costs of AC ∗ so this
firm earns supernormal profits (explained in Chapter 2) because its revenue more
than covers the average costs. Remember that the firm’s costs include payment to
the owner of the business that is sufficient to keep them in business, i.e. enough to
cover the opportunity costs of the time and efforts of the owner.
Quite often it is considered that industries where firms make supernormal profits
are not as efficient as they could be because profits are being made beyond normal
Cost/ price/
revenue
175
125 MC
100 P* AC
75
50 AC*
D
MR
Output (00)
Q*
9 18 27 36
FIGURE 4.10 P R O F I T M A X I M I Z AT I O N A N D AV E R A G E C O S T
levels. Rather than having a portion of society’s resources used as profits, the
argument is sometimes made that excess profits (excess relative to what business
owners would be satisfied to receive to keep them in business) would be better be
used for some other purpose.
One way of trying to reduce such supernormal profits would be to encourage
greater competition in industries where supernormal profits exist and are consid-
ered high. This is the function of national competition authorities and national
competition policies which is discussed in more detail in Chapter 6. Competition
between firms could lead to a new lower-cost firm coming into the industry (if it has
access to a more cost-effective technology for example) but as we will see in Chapter
6 whether this is possible depends on the overall structure of the market and how
firms compete with others.
Also, we already know that firms compete more than just on price (other attributes
also matter from consumers’ perspectives) so charging a lower price might in itself
be insufficient to create a real alternative product in the eyes of consumers.
Finally, having noted that the firm in Figure 4.10 is operating efficiently in
production terms, this is not the only possible outcome, as Figure 4.11 indicates.
Another firm with different cost structures could have the cost curves as shown.
Here the firm’s profit-maximizing level of output is found where its MR intersects
its MC which occurs at the output level Q1. This firm also makes supernormal
profits since the price of its output P1 is greater than the average cost of pro-
duction of Q1. The extent of the supernormal profit is indicated by the grey
rectangle.
Cost/
revenue/
price
MC
P1
AC
AC1
MinAC
D
Q1 MR Output
F I G U R E 4 . 1 1 P R O F I T M A X I M I Z AT I O N : O U T P U T N O T AT
MINIMUM AC
If we knew that P 1 = £75, that Q 1 = 2700 and AC1 = £35, the firm’s total
revenue (P × Q) = £202 500, total costs = £94 500 and profits = £108 000. This
firm, facing the same demand conditions as the firm in Figure 4.10, would
produce a higher level of output (900 units extra) at a lower cost (£25 lower)
but manages to make greater profit given its cost conditions.
Comparing Figures 4.10 and 4.11, the firm in Figure 4.11 (despite its higher super-
normal profits) could be argued to operate less efficiently than the firm in
Figure 4.10 since its output level does not coincide with the quantity at which
it could minimize its average costs. However, Q1 makes economic sense for the firm
because this is the quantity that generates maximum profits.
Because of cost conditions and demand conditions, profit-maximizing firms do

not necessarily produce the level of output that minimizes costs.
If substantial supernormal profits are being made in an industry, it is usual to expect

that some other firms would be anxious to enter the industry to try to compete
and earn some supernormal profits for themselves. A competitor firm might be
tempted to enter the industry and charge a price slightly less than the price that
would maximize its profits so it would ‘grab’ the market for itself. Such behaviour,
however, could lead to a price war in the industry with different firms cutting price
in a ‘tit-for-tat’ strategy that might end up with all competing firms cutting prices
down to their average costs.
The only way that firms can earn supernormal profits over the long run is if
there are some obstacles or barriers to entry in the way of other firms entering and
competing in the industry.
Barriers to entry exist when new firms cannot freely enter and compete in a new
market. With no barriers all firms competing in the same market would have
access to similar technology allowing them to have similar cost structures.
Many examples of such barriers to entry exist including:
• product differentiation, where firms attempt to offer attributes that differentiate

their products from available substitutes;
• absolute cost advantages, where one firm’s costs may be so low that no others
can compete efficiently (if the firm has a patented technology which others may
not legally use, for example);
• scale economies, where established firms producing on a large scale have such
low costs that a new firm producing a smaller share of the market output would
not expect to compete.
Government-granted licences might confer rights to some firms but not to others.
Patent restrictions operate somewhat similarly in terms of their impact on potential
competitors. For example, newly developed drugs that are patented cannot be
manufactured by competitors so pharmaceutical companies enjoy supernormal
profits and benefit from barriers to entry for whatever period of time the patent
is applicable. Such firms enjoy a ‘first-mover advantage’ because they are the first
to come up with the drug even though others may have been trying to do so
also. Any innovative firm that successfully launches a new product (or invents
a new process) will wish to protect its investment in innovation to maximize its
return and will benefit as long as imitators lack the required expertise or legal
permission to imitate and if they operate in an environment where their patent is
respected.
Society, however, also benefits from the dissemination of new inventions and
innovations as resources can be used in more efficient ways and to produce
previously unavailable products or services. The benefit from imitation can be
perceived where increased supply of a product leads to a lower equilibrium price
for consumers. However as prices fall, the return on the initial investment by the
innovating firm declines. Hence, there can be a social effect of the private invention
in the sense that society gets the benefit of lower prices and/or new previously
unavailable products but the original developer loses out. The economist Joseph
Schumpeter pointed out that without the incentive of making supernormal profits,
some business would never be created and so some inventions and innovations
might never occur.
Supernormal profits should not be considered always to reflect inefficiency in

the economic system but rather may be the stimulus for creativity that leads to
benefits both for users of invention or innovations and more broadly if economic
resources are used more efficiently.
This explains why patents, which slow down the dissemination of inventions and
innovations, are used as a policy to create incentives for producers to engage in some
research activities. It also provides reasons for public – i.e. government – funding
of basic research in universities, in government-owned laboratories and in private
industry.
4.4.2 MAXIMIZING PROFITS OVER THE SHORT RUN

We know that the short run is distinguished by the existence of a fixed factor, or
factors, of production. In the short run, a firm has fixed and variable costs whereas
in the long run all factors of production are variable, and hence long-run total
costs are variable also. Figure 4.12 includes the cost information for examining the
short-run profit-maximizing decisions for a firm.
Short-run average total costs are equal to short-run average variable costs plus
short-run average fixed cost.
SATC = SAVC + SAFC
The marginal cost curve SMC drawn is relative to the average total cost curve SATC.
The decision about what output level to produce in the short run is based on the
same logic as for the long-run decision i.e. where
SMC = MR.
One important distinction, however, between short- and long-run output must
be noted. The firm in Figure 4.12 chooses its profit-maximizing output in the short
run, Q ∗ , from the SMC = MR decision rule. The firm also sets its price from the
corresponding point on the demand curve, P ∗ . If you compare P ∗ to the average
cost of producing this level of output, you see that AC∗ lies above the price while
AVC∗ lies below. This means that the price is sufficient to cover average variable
costs but not to cover total costs. Should this firm remain in business? What is in
the firm’s best economic interest?
Cost/
revenue/
price
SATC
AC*
P* SAVC
AVC*
SAFC
SMC
Q* Output
MR
FIGURE 4.12 P R O F I T M A X I M I Z AT I O N I N T H E S H O RT R U N
If the firm decides to produce and sell its output at the price P ∗ , it makes
an economic loss because its average costs are not covered. However, all average
variable costs can be paid and some of its average fixed costs. If the firm did not
produce in the short run, its fixed costs would still have to be paid. The firm has to
choose between:
• producing zero output and paying for its fixed costs;

or
• producing Q ∗ at a short-run loss.
As long as a firm can generate at least enough revenue to cover its short-run
average variable costs of production, it should stay in business in the short run.
The firm needs to cut its costs somehow (or earn a higher price) to ensure
the price covers average total costs in the long run or else the firm faces
closure. The firm might be able to negotiate new prices with its suppliers, or
lower rent from its landlord, or use its equipment more efficiently, for example,
so that it can reduce its costs and its short-run cost curves would move down
over time.
A firm that cannot cover its average variable costs in the short run should stop
production. Its losses are lower at no output than if its variable costs cannot be
covered by the price it earns on output.
Economic analysis
To follow the economic analysis of profit maximization conducted above, economists
use demand, cost and revenue curves. The general patterns of the demand, cost
and revenue curves have emerged from economists’ analysis of how firms operate
and are analytical tools that help the economist to think about and examine the
decisions facing firms. Many firms would probably not be able to draw exact or
even inexact diagrams of these curves, however, in their knowledge of how their
businesses operate day-to-day and over the longer term, they learn and understand
how much they should produce to make profits, when they should cut back on
production as their costs rise faster than revenue, and how their customers react to
changes in prices. Such information allows firms to change their output in order
to improve their profit position. Hence, the analytical tools of the economist are
grounded in the reality facing firms and contribute to our understanding of how
firms behave.
4.5 S U P P LY, P R O D U C E R S
AND PRODUCER SURPLUS
The supply curve shows us the amount of output suppliers wish to supply at different
prices and the upward slope of the curve indicates that the higher the price, the
more suppliers are willing to supply, which is related to the increasing marginal
costs of production. The benefit or utility that producers generate can be analysed
using the concept of producer surplus.
Producer surplus – the benefit to producers due to the difference between

the price suppliers are willing to receive for their output and what they actu-
ally receive.
To calculate producer surplus we need to examine the supply curve in equilibrium,

as shown in Figure 4.13.
In equilibrium, the quantity of output bought and sold and the price charged
are shown as Q ∗ and P ∗ . If price were P0 producers would supply no output in this
market because there is no economic incentive – supply costs would not be covered.
At a price above P0, for example, P1, Q1 would be produced as only those
producers who have sufficiently low costs would be willing to supply to the market.
In equilibrium, however, the price is higher at P ∗ so more suppliers produce for
this market. While price is P ∗ , this means that all the suppliers who would have
willingly supplied at a lower price can earn P ∗ for their output, thus they benefit
from receiving a higher price than they require as an incentive to supply the market.
The shaded area in the figure above the supply curve and below P ∗ represents the
sum total of the benefit to all such suppliers a measure of producer welfare.
P
S
P*
P1
P0 D
Q
Q1 Q*
FIGURE 4.13 S U P P LY A N D P R O D U C E R S U R P L U S
4.6 PRODUCERS’ RESPONSE TO PRICE

CHANGES
From the shape of the supply curve we know that at different prices producers wish
to supply different quantities of output. The extent to which they wish to supply
more or less of their output if price changes is measured by the price elasticity
of supply.
Price elasticity of supply (PES) is the responsiveness of quantity supplied to

changes in price. It may be elastic, inelastic or unit elastic.
It is computed as the proportional change in quantity supplied divided by the
proportional change in price: %QS/%P
QS 1/2[P 1 + P 2]
Arc PES is computed as ×
P 1/2[QS1 + QS2]
If price increases we would expect producers to supply more and for a price fall, we
would expect producers to cut back on their output. Thus, price elasticity of supply
is usually a positive number. For a PES of 1.5, for every 10% rise in price, quantity
supplied would rise by 15%. For values of PES greater than 1, quantity supplied is
elastic or relatively responsive to changes in prices. Where PES is less than 1 PES
is inelastic – a price change of 10% would lead to a quantity change of less than
10%. Where PES is 1, a small change in price has the same proportional effect on
quantity supplied.
The extent to which suppliers are able to change their output in response to a
price change depends on the business and time frame being considered.
A ship-builder cannot expand its capacity as quickly as a car manufacturer and

the same is true for a car manufacturer relative to an ice-cream van.
In the case of all businesses, however, price elasticity of supply will be lower
in the short run than in the long run because in the short run firms will
be unable to respond as completely to the change in price as in the
long run.
The supply curve is flatter in the long run than in the short run. In the long run,
firms can fully adjust to the price change.
The long-run/short-run consideration also has implications in terms of the avail-

ability of factors of production. The elasticity of supply of factors of production
is relevant in determining the elasticity of supply of the products for which
they are inputs. If suppliers cannot source inputs required to expand their
production when the price of their product rises, they simply cannot expand
output. A factory producing cars that cannot source extra steel required to
produce additional cars (or that can only source extra steel at relatively high
prices) will have little ability or incentive to respond to expected price increases
in cars.
The quantity firms are willing to supply to a market may not always respond to
changes in the price. If the price of potatoes doubled overnight, growers would
be unable to adjust their supplies quickly to the new price. Over a short time
period, supply would be perfectly inelastic (vertical) where quantity is ‘stuck’ at
the output growers selected before the price change. Rational producers would
react over time and where possible expand their output. Some new entrants
would switch from growing other crops and still others might establish new
businesses in the industry.
If the price of cinema tickets doubles, the short-run capacity of a cinema is
fixed and supply cannot respond immediately.
In other markets supply may be perfectly elastic (horizontal) implying that
quantity supplied is unlimited at one price only.
Information on price elasticity of supply can be useful for those interested in the
future supply of products.
Within the EU estimates of supply elasticities are useful in the context of

agricultural prices. The EU has an overproduction of many agricultural prod-
ucts – milk, butter, beef, mutton, etc. – due to its practices of supporting
the prices of the products via floor prices. Since the EU wants to reduce
the output of these products it has decided to cut the prices gradually
over time.
To examine the effect of cutting prices, it would be useful to carry out research
on the price elasticities of supply of the products to provide information on the
expected supply effects of price changes.
PRICE CEILINGS, US OIL, INCENTIVES AND PRICE

E L A S T I C I T Y O F S U P P LY
In the United States prior to 1978/9 a price ceiling was in place on domestically
produced oil. The country was heavily dependent on imported oil, the price
of which was determined by demand and supply. Limits on supplies by the
Organization of Petroleum Exporting Countries (OPEC) kept the price high.
Although the objective of the US oil-price policy was to keep oil prices
low for consumers and businesses, the low price was reducing incentives for
firms in the industry to engage in more exploration and drilling. A debate
followed that focused on the effect of removing the price ceiling in terms of
domestic producers’ responses. How much extra would suppliers supply at
higher prices? Estimates of the price elasticity of oil put it at just under 1,
meaning that to increase quantity supplied by 10%, the price would need to
rise by just over 10%.
When the price ceiling was removed the price increased and quantity
supplied rose also. Rational consumers and businesses reacted by using oil
somewhat more conservatively. Rational suppliers reacted to the higher prices
by engaging in further exploration.
4.7 FIRMS’ INVESTMENT BEHAVIOUR

A key function of firms in the economic system is to maintain and upgrade the
productive capacity of their companies; firms engage in investment.
Investment leads to the creation of capital assets.
Firms invest in fixed capital – which is plant, machinery and equipment – and in
working capital, which is stocks of finished goods (inventories) waiting to be sold.
In the national accounts, investment also includes the construction of business
premises and residential construction. Investment by firms is also called private
investment. If a firm wishes to produce a set level of output into the future it must
invest sufficiently to cover the depreciation of its fixed capital.
Depreciation is the decline in value of an asset over time attributable to deterio-

ration due to use and obsolescence.
If a firm wishes to increase its output in the future it needs to invest sufficiently in its
capital to cover more than just depreciation. An increase in investment by most firms
increases an economy’s productive capacity pushing out its production possibility
frontier and leading to economic growth, assuming of course that consumers buy
the additional output produced with the new capital (this is expanded on in
Chapter 9).
Net investment is the term used to describe only that investment which creates new
capital assets, whereas gross investment includes the value of capital depreciation
plus new capital investment.
Expectations about the future play a central role in a firm’s investment decisions
and firms make their best guesses today on what future demand for their products
will be and attempt to make the most appropriate investment decisions on that
basis. Firms’ expectations about the future vary over time and the investment
component of aggregate demand is actually the most changeable or volatile portion
of aggregate demand in the national accounts. Much of the volatility derives from
firms’ behaviour regarding their inventories. Firms’ inventory levels fluctuate widely
depending on their expectations about business conditions. While holding a lot of
inventories might not make sense due to storage costs or perishability, it makes sense
for firms to have some stocks as their predictions about demand are not perfect
and having inventories allows them a buffer to deal with unexpected demand so
shortages are minimized.
In analysing the investment behaviour of firms using the definition of economic
activity as planned consumption plus planned investment, planned government
expenditures plus net exports, economists usually begin with the assumption that
planned investment demand (denoted I ) is autonomous, i.e. independent of the
level of national income. This assumption is not far removed from reality because
the level of national income today is not a crucial decision variable for a firm
thinking about investing; rather the focus for firms is on their expectations of
the future and demand for their output in the future. Graphically, this can be
represented by the investment function as in Figure 4.14.
The investment function describes the macroeconomic or aggregate investment

behaviour in an economy.
In Figure 4.14, the level of autonomous investment I ∗ is constant, whatever the

level of national income, Y . Since much of firms’ investments are financed by loans,
investment decisions are sensitive to changing interest rates, and hence investment
Investment
Investment
function
I*
FIGURE 4.14 THE INVESTMENT FUNCTION
can be influenced by policies and activity in the financial sector of an economy that
cause rates to change (these are discussed further in Chapter 7).
4.8 GOVERNMENT INFLUENCE ON

S U P P LY A N D P R O D U C T I O N
As the EU agriculture and US oil examples indicate, governments sometimes wish
to influence production. In the case of oil the objective was to increase domestic
supply whereas the EU agricultural policies focus on reducing production. For
governments trying to increase the output of certain industries, targeted industrial
policies may be used. Subsidies are one instrument used by governments to try to
support domestic industries.
Subsidy: a payment or a tax concession from the government that reduces

producers’ average production costs.
A government might wish to use subsidies for an industry that is not competitive
and facing a declining market share. Or a strong lobby group with its own particular
interests might be successful in negotiating subsidies to stave off competition in
the future.
In the car industry in the 1970s and 1980s both European and US producers
faced stiff competition from Japanese car manufacturers that were using new
ways of organizing their factories – ‘lean production’ – which facilitated the
Japanese firms’ reduction of their average production costs. In attempts to
support domestic car producers, policies were used to try to support domestic
output and producers at the expense of foreign output and producers. This
meant reducing imports of cars allowing domestic (and higher-cost) producers
to serve their home market.
A B Subsidy: vertical distance

between S1 & S2
P P S1
S1
S2
P*
P^ P^
D D
Q Q
Q1 Q* Q2 Q1 Q2
Domestic imports Domestic supply

supply
FIGURE 4.15 S U P P LY A N D S U B S I D I E S
4.8.1 USING SUBSIDIES – AN EXAMPLE WITH INTERNATIONAL

TRADE
By using subsidies, the government transfers some of its revenue (paid to it by various
taxpayers) to businesses. This affects the supply curve of the industry receiving the
subsidy as shown in the example described in Figure 4.15. In panel A, S1 represents
the supply curve of the European bicycle industry, D represents the European
demand for bicycles so that P ∗ and Q ∗ are the equilibrium price and quantity of
bicycles bought and sold in Europe.
Foreign bicycle manufacturers decide to sell on the European market but they
can produce bicycles profitably for P ∧ and consumers are happy to buy at this price.
At the lower price, some European producers cannot profitably produce because
their costs are too high so they go out of business and European suppliers supply Q1
(which is less than Q ∗ ). At the lower price consumers increase their demand from
Q ∗ to Q2 which means the difference between Q2 and Q1 is made up of bicycles
produced by foreign suppliers – imported bicycles.
The European bicycle industry, unhappy at losing some of its market to producers
from outside the EU, lobbies the EU for subsidies to protect the EU market from
foreign supplies (imports). The EU agrees and offers a subsidy of 40% of the
international price P ∧ . If P ∧ is £180, the subsidy received by each European bicycle
manufacturer is £72 per bicycle.
Subsidizing an industry results in a rightward shift of the supply function.

The size or amount of the subsidy per unit of output is the vertical distance
between the original and new supply functions. (See S1 and S2 in Figure 4.15B).
This affects the European supply curve because all producers who were previously
willing to supply to the market can now supply more bicycles at each possible price,
at no additional cost. Looking at Figure 4.15 panel B, compared to the original
supply curve, S1, suppliers who receive the subsidy will supply extra bicycles at each
price, which means the post-subsidy supply curve is S2.
With the new supply curve and no change in the demand curve a new equilibrium
position arises with equilibrium price of P ∧ and equilibrium quantity of Q2. Since
the new European supply curve intersects the demand curve at a price of P ∧ there
is no longer any incentive to purchase from abroad, hence imports fall to zero.
Economists generally consider subsidies to be an inefficient use of society’s
resources. To see why this is so, look again at Figure 4.15 panel B. At a price of P ∧
on S1 European suppliers wished to supply Q1 bicycles. Once the subsidy is offered,
however, this increases to Q2. From the cost-curve perspective this means because
of the subsidy, firms’ average cost curves have shifted downwards.
Suppliers who were unable to produce competitively at P ∧ prior to the subsidy
have been attracted by the subsidy to bring some of their resources into the market.
Without the subsidy the resources would be used in some other way and economists
consider the best use of resources occurs when people freely react to the prices of
products that emerge from markets where demand and supply are set by the market
without government intervention.
The use of subsidies as shown here has become increasingly less prevalent for
a number of reasons. Take the case where the foreign producers, unhappy at
being ‘shut out’ of the European market, would probably complain to their own
government who would retaliate by subsidizing some of their industries to keep
some European products out of their markets. Such policies are not efficient
because the situation where subsidies are paid to different industries in different
countries creates artificial prices that provide poor signals within the economic
system as to how best resources should be allocated to different uses.
There is also the argument that it is unfair to use subsidies to protect domestic
markets and keep foreign products out, especially in the case of poorer countries
that are attempting to develop economically via their agricultural and basic manu-
factured exports. Such countries may be unable to retaliate against subsidies, thus
affecting their economic development (this argument is followed up in Chapter 9).
For these reasons industrial subsidies attract a lot of attention internationally and
under the agreements signed by countries party to the World Trade Organization
(WTO) agreements about the use of subsidies have been reached. WTO rules
indicate that any subsidies on exports that distort trade are forbidden and while
industry-specific subsidies that harm trade are not allowed either, it is sometimes
difficult to differentiate between illegal subsidies and permitted practices like pro-
viding research assistance and support for taking new environmental technologies
on board.
4.8.2 ENVIRONMENTAL TAXES – EFFECTS ON PRODUCTION

In the case of some industries that create pollution there is pressure, through the
Kyoto Protocol for example, to regulate the amount of pollution created and reduce
it where possible. (Named after the city in Japan where the agreement was signed,
the Kyoto Protocol set national targets for greenhouse gas emissions.) Governments
can influence pollution production by the process of limiting the quantities of
pollutants allowed in products or by imposing taxes. The costs of pollution that are
not borne by the firms that generate pollution and are external to the transactions
that give rise to the pollution in the first instance are an example of what are known
as externalities.
Externalities – either positive or negative effects of a transaction by one set of

parties on others who did not have a choice and whose interests were not taken
into account.
Pollution is an example of a negative externality when producers have no
incentive to take account of the pollution that is a by-product of produc-
tion.
Expenditure on successful research and development may have positive exter-
nalities if firms learn the technological advances achieved and can put them
into practice.
By imposing taxes on polluting firms, governments force them to take account of

the pollution they create. Imposing taxes on producers of pollution increases their
costs and pushes their cost curves upwards. The imposition of taxes would have
consequences as shown in Figure 4.16.
Figure 4.16 panel A shows the equilibrium position for an industry that produces
aerosol deodorants – which use CFC gases (chlorofluorocarbons) that are harmful
to the environment due to damage they cause to the ozone layer – which is not
legally bound to take the cost of the pollution it creates into account. Figure 4.16
panel B presents the situation for the same industry where the government has
decided to tax the producers in an attempt to reduce pollution. The amount of the
tax is measured as the vertical distance between S1 and S2.
Because suppliers have to pay tax on every unit they produce, there is a wedge
or difference between the price they receive and the revenue they can keep. When
A B Tax: vertical distance

between S1 and S2 S2
P P
S1
S1
P2
P^
P^
D D
Q Q
Q^ Q1 Q2 Q^
FIGURE 4.16 S U P P LY A N D E N V I R O N M E N T A L T A X E S
no tax must be paid (Figure 4.16 panel A), at a price of P ∧ suppliers were happy
to supply Q ∧ in equilibrium. When the tax must be paid and if the market price
of the product were P ∧ , the producers would receive P ∧ less the tax. The reduced
revenue received by the suppliers means they no longer have the incentive to supply
the same quantity to the market. At the price of P ∧ on S2 in Figure 4.16 panel B,
suppliers wish to supply Q1. Once a tax must be paid, suppliers wish to supply less
output at every price, hence the new supply curve S2.
With the new supply curve and no change to the demand curve, a new equilibrium
is the outcome with P2 a higher equilibrium price and Q2 a lower equilibrium
quantity. We can see that although the tax is the vertical distance between S1
and S2, the price has not increased by the full value of the tax which means
suppliers have not passed on the whole tax to the consumers. The amount of
tax paid, or the tax revenue received by the government, is shown by the shaded
rectangle in Figure 4.16 panel B, which is equal to the amount of the tax (vertical
distance between S1 and S2) multiplied by the amount of goods bought and
sold (Q2).
If Q 2 = 27 000 units, P 2 = £50 and the vertical distance between S1 and S2

is £20, the amount of tax paid is £540 000. If Q ∧ were 36 000, the decline in
output resulting from the tax is 9000 units or 33%. If the amount of pollution
is directly related to output, pollution will decline by 33% also.
Taxing a polluting industry results in a leftward shift of the supply curve. A

new equilibrium ensures with a lower quantity of output and a higher tax-
inclusive price.
4.8.3 TAX INCIDENCE

Tax incidence focuses on who ends up paying taxes. In the case of Figure 4.16 we
see that when a tax is imposed the effects in equilibrium lead to a reduced level of
output but at an increased price. The post-tax price of P2 is higher than the pre-tax
price of P ∧ ; however, the price has not increased by the entire amount of the tax.
A portion of the tax is paid by consumers via higher prices, but some of the tax is
also absorbed by the producers. The incidence of tax falls approximately 66% on
consumers (prices are 66% higher) and 34% on producers. Consumers pay £13.20
of the tax on each unit with producers absorbing the remaining £6.80.
The tax incidence or the degree to which taxes are paid by producers or
consumers depends on demand and supply conditions reflected in demand and
supply curves. Consider the case shown in Figure 4.17. In Figure 4.17 panel A, a
tax has been imposed (the same amount as in Figure 4.16); however, the demand
curve in this case is quite flat, indicating relatively higher consumer responsiveness
to price changes.
The outcome after the tax is imposed is similar to the previous case. The supply
curve moves left or upwards and a lower equilibrium quantity, Q3, is produced at
a higher price, P3. The tax revenue generated for the government is shown as the
shaded rectangle. With similar supply conditions, and the imposition of the same
tax (£20 per unit), but a flatter, more price elastic demand curve the increase in
equilibrium price is less than in Figure 4.16. The quantity decline is greater and
the tax incidence is not the same. Here the tax incidence falls more on producers
than consumers as the price consumers pay has risen from P ∧ to P3 which is
approximately 40% of the tax (£8 per unit); hence producers absorb the difference
of 60% (£12 per unit). If Q3 is 20 000 units, the tax revenue collected is £400 000.
If suppliers did not absorb a large proportion of the tax, the fall in equilibrium
quantity would be much larger, as shown in Figure 4.17 panel B. Here the demand
A B
P S2 P
S1
P4
P3
P^
D P^
D
Q3 Q^ Q Q4 Q^ Q
FIGURE 4.17 TA X I N C I D E N C E
curve is presented and the pre-tax price P ∧ is shown along with P4 where P4
represents the tax-inclusive price that would prevail if suppliers passed on the full
cost of the tax to their customers. The quantity on the demand curve corresponding
to the full tax-inclusive price is Q4. The quantity Q4 is substantially less than Q ∧
or Q3. Thus, suppliers react by absorbing some of the tax because they know their
market and appreciate how price-sensitive their consumers are.
The more price-sensitive consumers are, ceteris paribus, the greater the proportion
of a tax that suppliers are willing to absorb. High price-sensitivity is reflected in a
relatively flat demand function.
4.9 SUMMARY
• The contribution of the business sector (the supply component of the demand and
supply model) within the economic system is substantial.
• We assume firms operate in order to maximize their economic profits.
• Firms decide on the amount to produce and what price to charge for their output to
maximize their profit. A useful distinction for examining some of the most important
decisions firms must make is between short- and long-run decisions.
• To decide on the profit-maximizing level of output requires some analyses of
the general patterns exhibited by firms’ costs and revenues, i.e. total, average
and marginal.
• A supply-side welfare perspective is possible by examining the concept of pro-
ducer surplus.
• Economic decision-making by suppliers in response to price changes can be analysed
using the price elasticity of supply.
• Firms’ investment behaviour has a direct bearing on both the state and growth of a
country’s capital stock. Several factors feed into firms’ investment decisions.
• Governments affect firms’ supply decisions in many ways. Examples presented
here refer to subsidies, shown here for an industry where international trade is
conducted, and environmental taxes. Both are analysed using the Demand and
Supply framework.
• The effect of government intervention when taxes are imposed can be analysed
using the tax incidence approach.
REVIEW PROBLEMS AND QUESTIONS

1. Identify which of the following are short-run decisions and which are long-run
decisions for a business. Explain your rationale in each case.
a. hiring one extra worker, c. building an extension to a factory,

b. buying a new computer, d. producing 20% more output.
2. Grandon’s Nursery sells roses and their demand curve is presented below.
a. Compute total and marginal revenue that correspond to the demand
information in the table below.
b. Sketch the company’s demand, total revenue and marginal revenue curves.
Price Demand Total Revenue Marginal Revenue
20 0
15 25
12.5 37.5
10 50
7.5 62.5
5 75
0 100
3. Information on Grandon’s costs are presented below.

a. Using the table below and data from question 2, decide on the profitable
level of output for the firm. Hint: you need to compute marginal costs.
b. Sketch marginal revenue and marginal cost on one graph.
Output Total costs Average cost Marginal cost
0 100
25 325
37.5 337.5
50 425
62.5 525
75 750
4. a. If Grandon’s fixed costs are £80, compute Grandon’s Average Fixed Costs
and Average Variable Costs.
b. Graph Total Average Costs, Average Fixed Costs and Average Variable Costs
on one graph. Comment on how the three sets of costs are related.
5. Given the profitable level of output for Grandon’s you chose in question 3, what
price should the firm charge for its roses?
a. Does the firm earn profits at this price?
b. Are supernormal profits earned?
c. Explain if the firm should charge either a higher or lower price.
6. Consider that Grandon’s can produce their profit-maximizing level of output.
a. How would you expect Grandon’s to react in terms of their supply if they
could increase the price they receive by 12.5% in one month’s time?
b. How would you expect Grandon’s to react in terms of their supply if they
could increase the price they receive by 12.5% in six month’s time?
7. As part of a government policy to boost the horticultural industry, a subsidy is to
be paid to all nurseries growing organic products. Grandon’s nursery receives a
subsidy of 12.5%.
a. Show, using a diagram, the effect of the subsidy on Grandon’s supply
of roses.
b. What is the impact of the subsidy on Grandon’s equilibrium price and
quantity of roses?
c. Do you think this policy makes good use of the resources available to
the Government?
8. Read the following brief case study and answer the questions that follow.
The grey market for cars

Based on the principal of comparative advantage, economists agree that free
trade improves welfare. An example of trade is the substantial number of cars,
both used and new, imported into the EU each year, which are known as grey or
parallel imports. Such grey imports are a feature across many different product
markets. Parallel imports/grey imports occur where the goods of a particular
producer are imported into a particular territory by a third party in competition
with the licensed distributor in that territory. They are called grey imports in
allusion to the ‘black’ market as grey products are sometimes considered to
be legally questionable. Producers are usually not in favour of grey imports
citing that goods that are distributed through ‘normal’ distribution channels
are targeted and correspond to the needs of buyers in the markets for which
they are designed.
Consumers are sometimes happy to buy grey products because they cost less
than ‘the real thing’ but problems can occur later when they realize that grey
products may not meet the standards of the same product that was designed for
their market. This is certainly the argument put forward by car manufacturers
and there are countless examples of issues relating to grey car imports: lack of
warranty – because the specification of the car is different for different markets,
failure to meet national emission standards, fewer features, failure to meet crash-
test standards of domestic cars, etc. Consumers argue that because suppliers try
to charge different prices for the same product in different countries (see the
case study at the end of Chapter 3), the consumer is right to attempt to source
the product legally from another market.
Governments appear to be unable to agree on a consistent approach to the
resolution of whether parallel imports are justified or not. Therefore, it is left
to intellectual property rights to determine the position (intellectual property
refers to intangible property that includes patents, trademarks, copyright and
any registered or unregistered design rights).
a. Use demand and supply analysis to consider how trade has an impact on wel-
fare – consider the affects of trade on both consumer and producer surplus.
b. Show, using demand and supply analysis, the impact of grey imports on the
market for standard (non grey-import) cars.
c. Why do you think suppliers (car manufacturers) are unhappy with grey
imports – are they not still managing to sell their cars?
FURTHER READING AND RESEARCH

There is a rich variety of accessible academic research on supply, firms and firm
behaviour. A brief selection is cited below, all of which are worth reading, but which
focus on different aspects of firms’ purpose or functions in the economic system.
Coase, 1937; Williamson, 1991; Jensen and Meckling, 1976; Foss, 1997; Penrose,
1955.
REFERENCES
Coase, R. (1937) ‘The nature of the firm’, Economica, 4, 386–485.
Foss, N. (1997) ‘Austrian insights and the theory of the firm’, Advances in Austrian
Economics, 4, 175–198.
Jensen, M. and W. Meckling (1976) ‘Theory of the firm: managerial behavior,

agency costs, and ownership structure’, Journal of Financial Economics, 3(4),
305–360.
Penrose, E. (1955) ‘Limits to the growth and size of firms’, American Economic Review,
15(2), 531–543.
Williamson, O. (1991) ‘The logic of economic organization’, in Williamson, O.
and Winter, S. G. (eds), The Nature of the Firm – Origins, evolution, and development.
Oxford University Press.
CHAPTER 5
ECONOMIC ACTIVITY: THE
MACROECONOMY

LEARNING OUTCOMES
By the end of the chapter you should be able to:
✪ Explain how income and resources circulate in an economy between con-

sumers, firms, government, financial and international sectors using the
circular flow of income model.
✪ Describe and sketch the business cycle of short-run output trends.
✪ Discuss causes of business cycles and their implications for government
and business.
✪ List the components of real output.
✪ Compare alternative approaches to measuring ‘real’ economic activity: relating
personal income and national output/product.
✪ Apply the aggregate demand (AD) and aggregate supply (AS) model to:
• determine equilibrium economic activity and aggregate prices;
• analyse how changes in aggregate demand and supply affect equilibrium.
✪ Apply the concept of the multiplier to assess the effect on equilibrium economic
activity of changes in planned expenditure.
✪ Examine government’s effect on economic activity via government expendi-
ture, budget, deficit and debt.
✪ Apply a production function approach to analysing economic activity.

5.1 INTRODUCTION
Economic activity for an economy is the outcome of the various decisions taken
by consumers (households), firms at home and abroad, and government; in other
words the sum of C + I + G + (X − M ). When the value of economic activity is
analysed over time, it follows a cyclical pattern in the sense that short periods
of growth in economic activity have been followed by periods of contraction and
the pattern is observed across all developed economies over the last century.
One approach to examining economic activity is to consider the flow of income

generated within an economy over a specific period such as a year, a quarter, a
month, etc. using the circular flow model as presented in section 5.2. This allows
for analysis of the various sources and destinations of flows of income and resources
around an economy. From analysis of such income flows over time, short-term
fluctuations in economic activity are evident and are referred to as the business
cycle, which is examined in section 5.3 (economic growth over the longer term is
considered separately in Chapter 9). Economic debate on the possible causes of the
cyclical pattern in output is also addressed.
The components of economic activity defined according to expenditure cate-
gories (C + I + G + [X − M ]) are considered in section 5.4 and alternative mea-
sures of economic activity based on value-added and income methods are also
presented. In section 5.5 a model is introduced that helps to understand how
macroeconomic equilibrium economic activity is reached. Using this model of
aggregate demand and aggregate supply the equilibrium effects of changes of
either aggregate demand or supply can be considered. In section 5.6 the mul-
tiplier – an important feature of this model – is examined in some detail. This
analysis provides information as to how changes in expenditure have repercussions
in an economy that can give rise to changes in equilibrium output and prices. The
contribution of international trade in economic activity is examined in section 5.7.
In section 5.8 an alternative and equally valid model for considering aggregate
economic activity is presented and its main features are discussed.
5.2 ECONOMIC ACTIVITY AND THE

CIRCULAR FLOW
Economic activity over any period is the result of all the decisions of the many differ-
ent economic units in an economy over that period – consumers (households), firms
at home and abroad, and government. Production and consumption are the results
of the various transactions between these groups, as they buy and sell their goods
and services, labour and financial assets. These transactions are shown in Figure 5.1.
The circular flow denotes all transactions in the economic system describing how
products, services, resources and money flow around the economic system.
Beginning with the market for products and services, we see that goods and services
flow from firms to households (consumers). In payment for the goods and services
money flows from consumers back to firms. The government also buys some goods
ECONOMIC ACTIVITY: THE MACROECONOMY 157
Market for £ for goods and services (G&S)

domestic
products and Goods and services (G&S)
services
Taxes Taxes
Savings Households Government Firms Investment
G&S G&S
Domestic TP* £ G&S
market for
resources
Resources
£ for resources
International
market for
products/ Imports Exports
Foreign
services/
£ for imports markets £ for exports
resources
FIGURE 5.1 THE CIRCULAR FLOW OF INCOME,

RESOURCES AND OUTPUT
∗
TP denotes transfer payments, explained further below.
and services from firms and pays for them while the government also provides some
goods and services to households, which are partly paid for in the form of taxes
paid to it by households and firms. Many of the goods provided to households by
government are called public goods, as outlined in Chapter 1. When government
provides goods or services that the private sector is unwilling to provide, this is
known as market failure since the market incentives do not exist that entice private
firms to supply (this issue is further discussed in Chapter 6).
An additional transaction involves the government making transfer payments
to households. These are payments made to individuals who are not part of the
production process, i.e. they do not supply either capital or labour to the eco-
nomic system. These payments include unemployment benefit, pensions, disability
payments, income supplement programmes and subsidies. They are called transfer
payments since the government transfers some of the money paid to it by firms and
consumers (via taxes) to those who qualify for the payments due to their age, level
of income, or economic status. Incidentally, to avoid counting transfer payments
twice in national income, the receipts of the government count in national income,
since they are derived from the income of individuals and firms, but not the transfer
payments themselves.
Moving to the market for resources, this refers to the various factors of production
used by firms to produce their output. For example, households supply their labour
resource to firms and receive payments in return. Out of households’ savings in

banks and other financial institutions, firms can also borrow and thus some firms’
capital is also derived from households’ resources.
The final set of transactions conducted in the circular flow involves foreign
markets. Imports are purchased from foreign markets and payments are sent to the
foreign markets to pay for them and finally exports are sent to foreign markets and
payments are received for them.
In the circular flow of income, injections of income into the flow include:
• investment expenditure by firms;

• government expenditure;
• income earned as payment for exports.
Leakages of income out of the circular flow include:
• savings;
• taxes;
• income paid for imported goods.
Although not mentioned explicitly in Figure 5.1, the financial sector, which consists
of banks and various national and international financial institutions, plays a role in
facilitating transactions within the economic system. The role of this sector in the
economic system is considered in more detail in Chapter 7.
Underlying the two-dimensional representation of the circular flow in Figure 5.1
are all the varied and complex institutions that support and underlie its activities.
These include (in no specific order) the local, domestic and international financial
systems, systems of corporate governance, legal and political environments, social and
cultural background, technological capability and the myriad standards, business and
personal ethics, and codes of conduct that are embedded in the economic system.
Keeping these in mind helps us to better understand the functioning of the various
resource, factor and money markets that are outlined in the circular flow diagram.
5.3 REAL OUTPUT AND THE BUSINESS

CYCLE
Economies across the world appear to follow cycles in their production.
Graphing countries’ output over time reveals business cycles – a tendency for real
output to rise and fall over time in a reasonably regular pattern.
As explained in Chapter 1, economists focus on real output because it provides

a more accurate picture of how much an economy produces in quantity terms
over time than the actual or current value of output. Quoting values in real terms
effectively means that the effect of price changes is removed and only quantity or
real effects remain.
Examining real output trends in Figure 5.2, we see that periods of growth in
real output are followed by declines in growth. There are periods when real output
A: Business cycle
Business cycle: short-run
Real fluctuations in real output
output One Boom
cycle Trend line: long-run
Boom growth in real output
Peak
Recession Recession
Trough
Time
Contraction Expansion
B: International business cycles
14
France
12
Germany
10
% Real output growth
8 Ireland
6 Japan
4
United
Kingdom
2
United
0 States
70
72
74
76
78
80
82
84
86
88
90
92
94
96
98
00
19
19
19
19
19
19
19
19
19
19
19
19
19
19
19
20
–2
–4
F I G U R E 5 . 2 PAT T E R N S I N R E A L O U T P U T – T H E
BUSINESS CYCLE
Source: (Panel B) International Financial Statistics of the International Monetary Fund
grows quickly and when this growth slows down in a cyclical fashion. The length of
a business cycle is measured from peak to peak (also described as boom to boom)
where peaks imply the summit of growth of real output. Following a peak/boom
although growth remains above its long-run trend for a period, it eventually begins
to slow down or contracts. Over time the growth rate falls below the long-run trend
and the contraction becomes a recession (trough). The next phase corresponds to
the growth rate expanding and ultimately the expansion brings the economy into
another boom. Over the course of a business cycle, firms are not always operating at
full capacity as there is not always sufficient demand to meet their planned supply.
The business cycle is a short- to medium-term phenomenon and usually, although
not always, booms (periods of high or fast growth) or recessions (periods of slow or
sometimes negative growth) last months rather than years.
In comparing Figure 5.2 panels A and B it is clear that observed business cycles
are not as regular as the stylized or model case. However, we see that booms are
invariably followed by recessions although the regularity varies from cycle to cycle.
From examining the average periods for economic expansions and contractions,
economists have concluded that economies spend more time in the expansion
phase (lasting three to five years) rather than the contractionary phase (lasting
around one year) of business cycles.
While business cycles are observed in the short to medium term, long-run growth
follows an upward trend. A graph of real output over the last century, for example,
shows that internationally real output grew on average by over 3% per annum. This
means that the quantity of output produced internationally increased each year by
approximately 3%. Since 3% is an average figure, growth was lower in some periods
and higher in others depending on the prevailing business cycle. Sometimes output
is above the long-run trend (if an economy is booming, workers may be working a
lot of overtime and capital equipment may be used at more than recommended full
capacity) and at other times it lies below trend. If output is below trend an output
gap is said to exist.
The output gap is the difference between potential output (also known as full
employment output) and actual output.
To figure out whether long-run economic growth was of benefit in welfare terms
we would need to figure out whether the international population grew faster or
slower than 3%. If population growth were also 3%, then the growth in output just
kept pace with the population and average living standards would be unchanged.
In other words people, on average, were no better or worse off (ceteris paribus).
If population growth were 1%, then output growth exceeded population growth
and people experienced a welfare improvement. This issue is considered again in

Chapter 9. (See exercise 5 at the end of this chapter to draw a conclusion regarding
the welfare effects of growth.)
5.3.1 EXPLANATIONS/CAUSES OF BUSINESS CYCLES

The question of what causes business cycles is of interest to economists since one
of their challenges is to advise on how to increase real output. Because of the
interdependent nature of the economic system, an economic shock could have
adverse consequences on elements in the system that lead to the cyclical pattern
observed in real output.
An economic shock is an unexpected event that affects the economy.

Some economic shocks affect one economy or a part of one economy more than
other economies or other parts of an economy. Such shocks would be described
as asymmetric shocks. For example, oil price shocks affect countries dependent
on imported oil more than others and affect manufacturing firms more than
services firms.
Central to the pattern of business cycles are people’s perceptions of what is

happening in their local, domestic and international environments and their
expectations of what will happen in the future. In terms of trying to identify specific
causes of business cycles economists have put forward a number of possibilities but
no single source can be identified. In fact some economists view business cycles as
the efficient reaction of markets to new information or events somewhere in the
economic system while others view them as a signal that markets are not operating
efficiently.
Contractions and recessions may be caused by consumers, who fear a future
downturn where unemployment will become a problem and who prefer to hold on
to more of their income rather than to spend. In such circumstances a recession
could arguably be caused by a change in demand or consumer expenditure.
However, the ultimate cause would be the information that led to the initial change
in demand. This could be because firms’ output becomes difficult to sell as it is
too expensive and not competitive either at home or abroad (for export goods)
and so firms cut back on production. Or maybe firms cut back on their investment
expenditure because they are pessimistic about the demand for goods and services
in the future (and hence their future profits) or because the loans they need to
take out for investment are too expensive. Booms could be explained by opposite
economic effects.
Particular features of the nature of investment might serve to exacerbate

business cycles. There is much evidence to indicate that much of the invest-
ment undertaken by individual firms is ‘lumpy’, meaning it is discrete and
takes place occasionally rather than steadily. If different firms make their invest-
ments at the same time as others, investment activity will be decidedly cyclical.
Rising productivity levels in firms may also drive investment since increases
in current output will put upward pressure on the amount of capital equip-
ment required to produce the output and on capital requiring replacement or
renewal. As mentioned in Chapter 4, investment is the most volatile component of
national income.
The explanation of cycles may also have some relationship to cycles in gov-
ernments, which change regularly – every five years or so if no early elections are
called – and often patterns of political business cycles are observed. Before elections
there is a lot of evidence to indicate that incumbent governments try to present
themselves in the best possible light with their electorate by announcing extra
government spending, or tax cuts, or both which would boost economic activity.
The new government must then deal with any pre-election spending, which might
require cutbacks later, contributing to a cycle of economic activity.
Variation in the money supply in an economy represents another potential cause
of business cycles. While the money market is discussed in detail in Chapter 7, what
we can say here is that central banks’ decisions about how much money to supply
to an economy has an effect on an economy’s interest rate (which is the price of
money); and the interest rate, in turn, is assumed to feed into firms’ decisions about
production and employment. An alternative view (of proponents of real business
cycle theory) is that changes in money supply and interest rates are reactions to
changes in output and/or employment. Real business cycle (RBC) theory is quite a
recent approach to explaining business cycles.
Real business cycle theory is based on the view that changes in technology,
long considered to provide an explanation for long-run economic growth (and
expansion of the PPF), also explain business cycles.
The deterioration in technology that followed the oil price shocks of the
1970s meant that the standard production technology became substantially
and unexpectedly more expensive over a short period of time due to increased
energy costs.
Such unexpected and adverse technology shocks change the decisions of
• firms that wish to cut back on costly production and attempt to pass on the price
increases to customers;
• consumers who demand higher wages to compensate them for price increases
and who plan to spend less when faced with such price increases;
• investors who reduce planned investment since they are pessimistic about a
future of high energy prices.
Under such circumstances the market signals lead to reductions in employment, low
wage increases (if any), and reduced investment. A positive technological change
would have quite the opposite effects. Because of its technology-based approach,
RBC theory offers a supply-side explanation for business cycles.
There are many similarities between the relatively new RBC theories and the cre-
ative destruction explanation of the economic system put forward by the Austrian
economist Joseph Schumpeter (e.g. in 1911 and 1939). Schumpeter’s view of eco-
nomic development centred on the role of the entrepreneur whose function in the
economic system involved spontaneous and persistent (but irregular) introductions
of innovations. Schumpeter linked the business cycle to the process of innovation
in an economy. When inventors or entrepreneurs try to launch new products they
often meet resistance but if a profitable opportunity is exploited imitation is likely
with new variants of successful products being launched in imitation of successful
first-movers. Production rises until the market becomes saturated and an economic
downturn is experienced until the next wave of innovation and new products come
along and the process repeats itself again. To fund such innovation requires the
supply of credit to entrepreneurs, which highlights the role of the financial system
in innovation and economic development. Entrepreneurs relying on bank loans are
found in clusters within the economic system and as successful innovations emerge
economies experience booms, while recession phases occur as the economy deals
with creative destruction as described by Schumpeter (1975).
As we have seen in the preceding chapter, the contents of the labourer’s

budget, say from 1760 to 1940, did not simply grow on unchanging lines
but they underwent a process of qualitative change. Similarly, the history
of the productive apparatus of a typical farm, from the beginnings of the
rationalization of crop rotation, plowing and fattening to the mechanized thing
of today – linking up with elevators and railroads – is a history of revolutions.
So is the history of the productive apparatus of the iron and steel industry
from the charcoal furnace to our own type of furnace, or the history of
the apparatus of power production from the overshot water wheel to the
modern power plant, or the history of transportation from the mailcoach to
the airplane. The opening up of new markets, foreign or domestic, and the
organizational development from the craft shop and factory to such concerns
as U.S. Steel illustrate the same process of industrial mutation – if I may use
that biological term – that incessantly revolutionizes the economic structure
from within, incessantly destroying the old one, incessantly creating a new one.
This process of Creative Destruction is the essential fact about capitalism. It is
what capitalism consists in and what every capitalist concern has got to live in.
(Schumpeter, 1975, pp. 82–85)
An alternative view – that business cycles are indicative of markets failing to work–is
attributed to John Maynard Keynes who wrote The General Theory of Employment
Interest and Money (1936). Writing in the aftermath of the Great Depression of
1929–1932, the focus of Keynes’s work was on explaining how economies might
in some circumstances be unable to prevent themselves from addressing the joint
problems of low output and high unemployment and might need some intervention
by governments to help them proceed and grow. Economists argue regarding which,
if any, markets should be aided by government – goods markets where there may be
insufficient competition, examined later in Chapter 6, or labour markets if wages
are too high, examined in Chapter 8. There are also arguments that the financial
sector through providing insufficient credit represents another example of market
failure and any one or all three markets failing to operate as they should could
provide an explanation for business cycles.
Economists have come a long way from the sunspot theory expounded in the
nineteenth century by Jevons, who believed that storms on the sun, observed
through telescopes as sunspots, caused crop failures. Since the nineteenth century
economy was heavily organized around agricultural production, sunspots were
considered an explanation for low production and recessions. Better harvests were
associated with booms. This sunspot theory of business cycles had no basis in fact
but since it was the initial focus on the question of what causes business cycles, it still
receives economists’ attention. As Benjamin Franklin said, ‘A question is halfway to
wisdom.’
To date, economists have come up with many theories, some of them competing,
that provide explanations for business cycles. Despite the lack of agreement on
any single cause, what economists appear to agree on is that people’s expectations
of what will happen in the future (firms, consumers, government) underlie the
pattern displayed in real output.
5.3.2 IMPLICATIONS FOR BUSINESS AND GOVERNMENT

The fact that business cycles appear as regular short/medium-run features of
economies means that business and government are regularly faced with them.
Businesses must take account of them in their planning cycles and in the develop-
ment and execution of their business strategies. Declines or increases in sales should
not be interpreted as major strategic problems if they are just part of a business
cycle, but a business must somehow be able to analyse whether such a feature is
simply a reflection of a business cycle or a symptom of a more serious problem that
must be identified for their firm to retain and improve its competitive position.
Firms need to manage their production and inventories in the knowledge that
there will be cycles in demand, sales and profits, over which they have little if any
control. In managing their factors of production, management of labour is vitally
important. Firms may need to reduce output, which will sometimes require making
people redundant. In doing so they must try to ensure minimal adverse impact
to their reputation as they may well require additional staff once the economy
experiences its next boom period. Given that many countries’ labour laws are quite
strict regarding redundancies and labour regulations generally, letting workers go
is not easy in many situations, which sets constraints on firms’ flexibility in dealing
with the business cycle.
As well as the argument that governments may play a role in causing business
cycles, governments are also faced with the challenge of dealing with them. Gov-
ernments attempt to manage expenditures and tax revenues in their economies,
where the business cycle creates some problems. For example, in recessions, when
unemployment rises, governments will pay out substantial amounts in benefits and
at the same time receive fewer tax receipts as economic activity slows down, and
may find that it must borrow to meet its requirements. The hope would be that,
when the recession ends and economic growth recommences, enough resources
are raised through taxes and reduced benefits to cover the costs of any borrowing.
How governments try to deal with business cycles is discussed further below and
again later in Chapter 8.
5.4 REAL OUTPUT AND ITS

COMPONENTS
Any estimate of economic activity, whether over the short or long run, involves
measuring the total value of the flow of income/output generated by an economy
over a specific period. The definition of economic activity presented in Chapter 3
corresponds to real output if all components are in real terms, i.e. real output (Yr )
consists of real consumption (Cr ) plus real investment (Ir ) plus real government
expenditure (Gr ) plus real net exports (Xr − Mr ) as follows;
Real economic activity: Yr = Cr + Ir + Gr + (Xr − Mr )
This approach to measuring economic activity is called the expenditure approach as it

consists of summing up the various parts of economic expenditures by consumers,
firms and government. This measure of economic activity is called gross domestic
product (GDP).
Gross domestic product (GDP) is a location-based measure of economic activity.

It measures the value of real output produced in an economy
Not all real output remains in the economy where it is produced creating a wedge
between the values of real output produced and earned by the citizens of a country.
Profit repatriation may occur where foreign companies send some of their profits
back to their headquarters in their home country. Property income from abroad
may be earned by citizens earning returns on assets they own in other countries.
When real output takes all the flows of real output to and from an economy into
account, gross national product (GNP) is measured.
Gross national product (GNP) is the value of real output that is retained by the
citizens in a country after all inflows and outflows are allowed for.
The difference between GDP and GNP is called net property income from
abroad.
If a country’s net income flows from abroad are positive, then inflows exceed
outflows and GNP is greater than GDP. If net income flows are negative, GDP is
greater than GNP. For most countries the difference between GDP and GNP is
minor, although countries that have many multinational companies that repatriate
substantial profits usually experience a large wedge between GDP and GNP (GDP
is larger than GNP). Since both GDP and GNP are used to measure economic
activity nationally and internationally it is worth remembering the distinction
between them.
GNP is also called gross national income (GNI), since national economic activity
is the same whether measured in terms of output (the product in GNP) or
income that is generated by citizens providing their factor resources to markets
for payment.
5.4.1 OTHER MEASURES OF ECONOMIC ACTIVITY

The income method and the value-added method are alternative approaches
to measuring economic activity. The income method involves summing up all
income received by an economy’s citizens in payment for supplying resources to
the economy. Payments of wages or salaries are received by owners of labour,
interest by owners of capital, rent by owners of land, and profit by those who
apply their entrepreneurial ability successfully. In each country’s national accounts
(published annually or in many cases also quarterly) the corresponding income
categories are called employee compensation, interest, corporate profit, rental
income and proprietors’ income. Summing up these payments gives us an estimate
of national income.
The value-added method involves summing up the value added by different
economic units (usually firms) as products or services are provided for the market.
In the example in Table 5.1 four firms are involved in the transactions that produce
wooden tables. Initially the tree grower sells trees to a sawmill for processing. The
tree grower receives £125 from the mill for each tree it produces. Once the mill
transforms the tree into planks of wood, the value of the wooden planks bought
by a carpenter is £200. The value added by the sawmill is £75 (£200 − £125). Once
the carpenter transforms the planks to tables, their value has risen to £550. The
carpenter has added value of £350 to the planks he bought (£550 − £200). The
carpenter supplies the tables to a furniture shop which sells the tables for £1000
adding value of another £450.
If the market values of each transaction are added up the total is £1875 while
totting up value added gives rise to £1000. In assessing the value of economic
activity, value added is the relevant amount to be considered because summing up
the value of each transaction gives rise to double counting. For example, payment
TA B L E 5 . 1 VALUE ADDED
Firm Product Market value Value added by firm
Tree grower Trees £125 £125

Sawmill Wood planks £200 £75
Carpentry firm Tables £550 £350
Furniture shop Tables £1000 £450
Total £1875 £1000
for the planks sold by the sawmill for £200 includes the payment to the tree grower
of £125. To avoid double counting, the value of intermediate goods is ignored in
computing the value of economic activity.
Intermediate goods are sold by firms to other firms and are used in making final
goods (goods that are not resold to other firms).
Final goods are not purchased for further processing or resale but for final use.
In measuring national economic activity it is the total value of all final goods and
services produced in an economy over a specified period that is of interest. In
theory, whether economic activity is measured using the expenditure, income or
value-added method, the same amount of activity is measured. In practice, some
statistical discrepancies are common due to how data are collected.
5.4.2 ECONOMIC ACTIVITY: GNP, GDP AND INCOME

The relationship between measures of economic activity is illustrated in Figure 5.3
where it is possible to see at a glance the components of the different measures and
their relationship to each other.
Beginning on the left of Figure 5.3 in column 1, GNP and GNI are presented.
The relationship between GNP (GNI) and GDP is clear from the first two columns,
1 2 3 4 5 6
GNP/GNI:
GNP/GNI: Income: NI(bp) +
Expenditure NNP at mkt
GDP + GDP factor indirect taxes +
estimate prices
NPIFA earnings depreciation
Net property
income from Depreciation
abroad
Indirect
Taxes
G
Rent
Profit NI/NNP
NI/NNP
I Income from at
GDP GDP at basic
self- market
prices
employment prices
X−M
Wages and
C salaries
F I G U R E 5 . 3 C O M PA R AT I V E M E A S U R E S O F
ECONOMIC ACTIVITY
which show that GNP is made up of GDP plus net property income from abroad
(assuming NPIFA is a net inflow into the economy). If NPIFA is a net outflow
then GDP would be greater than GNP. Figure 5.3 column 3 shows the expenditure
components of GDP. Next we see that the sum of income (factor earnings) plus
indirect taxes add up to national income at market prices, which include indirect
taxes. Basic prices exclude indirect taxes.
Indirect taxes are paid on expenditure whereas direct taxes are paid on income.
Adding on the value of depreciation to NI (national income) at market prices provides

a measure of GNP or GNI. Depreciation is included because it is the rate at which
the capital stock is reduced each year (for annual accounts) due to wear and tear.
If economic activity of £100bn is generated in a year, the economy ‘loses’

some of its capital stock since it deteriorates over the year and net mea-
sures of economic activity subtract the value of depreciation from measured
economic activity.
To summarize, there are several measures of economic activity and sometimes it is

necessary to decide which is most suited to a particular purpose. GDP is generally
accepted as a sound measure but for countries where a significant amount of
net property income flows to or from abroad, GNP might be a more appropriate
measure. There are several ways to compute GNP (adding indirect taxes and
depreciation to national income at basic prices or adding net factor inflows from
abroad to the components of GDP) but irrespective of which method is used the
same measure is being estimated.
W H AT G N P O R G D P D O N O T M E A S U R E
Not all economic activity is measured and reported in national statistics. A black
economy is said to exist where people do not declare income for tax purposes and
hence the activity is not accounted for in national statistics. The extent of hidden
economic activity varies across countries and some countries are culturally more
comfortable with not reporting income than others.
Some economic activity goes unmeasured if not unnoticed because it is unpaid.
Stay-at-home women/men who take over childcare or household duties for no
pay do not have their contribution to economic activity measured although the
value of their activity could be measured by using estimates of market costs for
childcare and housekeeping.
Arguably the production of pollution, noise, and congestion should be

deducted from measured economic activity since they are also part of economic
activity but represent negative outcomes. However, this would be difficult to put
into practice since there is wide debate about how to decide on the value of their
output or to place a cost on it. Hence, measures of economic activity are not per-
fect but do provide us with some information about economic activity and allow
us to make comparisons across countries and for countries and regions over time.
5.5 EQUILIBRIUM ECONOMIC

ACTIVITY
Different methods can be used to estimate the value of economic activity. An
interesting question arises as to what determines whether a country’s economic
activity is relatively high or low. Many economists enter the discipline with a desire
to understand better how to encourage higher rather than lower economic activity.
Another way of thinking about the same question is to try to imagine what factors
generate high expenditure on each of the components of economic activity, i.e. C,
I , G, X − M .
Having considered short-term business cycle fluctuations in economic activity it
is also possible to think about modelling equilibrium economic activity, the long-
run trend. This involves assessing those factors we think are the most important
determinants of economic activity. A number of different approaches have been
used to examine the determinants of economic activity. It is necessary to identify
whether the issue of interest is:
• the determination of the level of economic activity; or

• the determination of growth in economic activity;
as the determinants are related but not exactly the same in both cases. In this
chapter we focus on the first issue and return in Chapter 9 to the second.
At the level of an economy, analysis of both the demand and supply is required
to consider equilibrium economic activity. However, different concepts are used to
examine demand and supply in relation to national economic activity compared to
those we have met so far.
National economic activity is the sum of activity by all of the economic decision-
makers including households, producers and government. For this reason it is
also called aggregate economic activity.
Aggregate economic activity is examined by using the concepts of aggregate

demand and aggregate supply and an examination of equilibrium economic activity
requires both.
5.5.1 THE PRICE LEVEL

Aggregate supply (AS) is the amount of output firms are willing to supply at
different price levels.
The price level of interest for aggregate economic activity is, not surprisingly,
aggregate prices. National statistics providers collect information about prices on a
regular basis using survey techniques and estimate the average price level, which
is a weighted average of the prices of all goods and services. Taking a simple
example, if citizens’ main expenditure is 30% on food, 25% on clothing and 45%
on entertainment and if in 2002 and 2003 average prices of food, clothing and
entertainment are as shown in Table 5.2, the change in price level can be estimated.
If the average price level rises, inflation is observed while if average prices fall,
deflation occurs. (Inflation is discussed further in Chapter 8.)
TA B L E 5 . 2 AV E R A G E P R I C E L E V E L S A N D
I N F L AT I O N – A N E X A M P L E
Food Clothing Entertainment Total
Value of expendi- 5150 2850 3250 11 250

ture 2002 (2002
prices)
Value of expendi- 5325 2915 3450 11 690
ture 2003 (2003
prices)
A: Weights∗ × 1545 712.5 1462.5 3720
2002 prices
B: Weights × 1597.5 728.75 1552.5 3878.75
2003 prices
Inflation rate 3.40% 2.28% 6.15% 4.27%
((B − A)/A)∗ 100
Note: ∗ Weights used are those given in the text: 30% on food, 25% on clothing and 45% and are assumed to be
the same for 2002 and 2003.
While we know there is no such aggregate good as ‘food’, we can consider that it is
made up of rice, pasta, cheese, fruit, etc. – a representative basket of goods bought
by the ‘average’ person. We can further assume that an ‘average’ price for all the
various components of ‘food’ can be computed with information on expenditure
shares. Similarly for an aggregate good such as ‘clothing’ or ‘entertainment’.
In Table 5.2 the prices of the same amounts of the same goods are measured in
both years so a like-with-like comparison can be made. In practice, this is almost
impossible to implement since many goods are not exactly the same from month
to month or year to year. The quality of food goods might increase or decline or
different materials might be used in clothing, for example. In trying to measure
price levels over time, however, we assume that quality is reasonably similar to allow
reasonable comparisons to be made.
The level of average prices is shown for each year in rows 4 and 5 of Table 5.2.
The same quantities of goods that cost £3720 in 2002 cost £3878.75 in 2003. This
indicates that the average level of prices went up. The extent of the increase is
found by measuring the increase in the average price levels between 2002 and 2003
and expressing it as a percentage of the average price level in 2002.
Thus, the annual inflation rate for the economy is computed as 4.27%, with
components for each of food, clothing and entertainment as shown. Inflation was
highest in entertainment and lowest in clothing. Inflation is often measured using
the consumer price index, which is essentially a weighted average of a comprehensive list
of the prices of goods and services taking into account their shares in expenditure.
It is a more complex but essentially similar process to the example in Table 5.2.
5.5.2 AGGREGATE DEMAND
Aggregate demand is the demand for output (of all goods and services) at
different price levels.
Demand for output can be thought of in terms of the demand for consumption,
investment, government and traded goods (remember C, I , G, X − M ). As a result
the aggregate demand curve is a far more complex concept than the demand curves considered
so far. This becomes evident when considering its shape and how it is derived. Before
examining aggregate demand, it is necessary first to understand the link between
aggregate expenditure and aggregate demand, shown in Figure 5.4.
Figure 5.4 panel A shows two aggregate expenditure functions which graph planned
expenditure against national income (Y ): planned expenditure consists of C, I , G,
X − M.
A B
Planned Aggregate
expenditure price level
AE1 PH b
a
AE2 a
PL
b c AD
45°
Y Y
Y2 Y1 Y2 Y1
F I G U R E 5 . 4 A G G R E G AT E E X P E N D I T U R E A N D
A G G R E G AT E D E M A N D
An aggregate expenditure function indicates total planned expenditure in an

economy for different levels of income or output (denoted Y ).
The aggregate expenditure functions slope upwards indicating that the higher
national income (Y ), the higher planned expenditure. This makes sense since
plans to spend depend on income and the higher (lower) income is, the higher
(lower) planned spending will be.
Each aggregate expenditure function is drawn for a specific price level so we
can see citizens’, firms’ and government’s expenditure plans at different levels of
income for one specific price level. If the price level changes, people’s planned
expenditures change too. In the case of an increase in the price level, planned
aggregate expenditure falls.
We see this in a comparison of AE1 with AE2 where AE2 is the aggregate
expenditure curve after an increase in the price level. Beginning at point a on
AE1 when income is Y1, this corresponds to the lower price level. If the price level
rises, then with the same amount of income, Y1, people will cut back on planned
expenditure to point c on AE2 because they cannot buy the same amount of goods
with the same amount of income.
At the higher price level, planned aggregate expenditure falls (from AE1 to AE2).
The dashed line in Figure 5.4 panel A needs some explanation. At all points on this
line, planned expenditure coincides with national income (output):
AE = Y .
An economy in equilibrium generates sufficient income (output) to match planned

expenditure; hence this occurs at only one point on each AE function, such as a on
AE1 and b on AE2.
In Figure 5.4 panel B the aggregate demand function is shown. Each point on an
aggregate demand function is taken from the point on a corresponding expenditure
function where the economy is in equilibrium where planned expenditures =
national income. When the price level is relatively low at PL, the corresponding
level of income shown in Figure 5.4 panel B is at a (and this corresponds to the
point of equilibrium at a on AE1). When the price level rises to a higher level
at PH, this corresponds to a lower amount of national income at point b (which
corresponds to the equilibrium point b from AE2). Each point on an aggregate
demand curve corresponds to an equilibrium point on an AE function.
There are three reasons why the aggregate demand curve slopes down:
• the real wealth effect;

• the interest rate effect;
• the international trade effect.
The real wealth effect: When there is a change in the price level, this has an impact
on consumers’ utility because with the same amount of income they can buy more
consumption goods if the price level falls (or less if the price level increases). In ‘real
terms’ a change in the price level affects consumers because of the effect on their
purchasing power. A 10% increase in the price level means for a given amount of
income, 10% less goods can be bought. Because consumption is such a significant
portion of aggregate expenditure, the change in planned consumption brought
about by a change in the price level is clearly reflected in a negative relationship
between the price level and income observed in the aggregate demand function.
The interest rate effect: If the price level increases, people need and demand more
money for their purchases (some purchases can be put off until the future but
others cannot). In the short run the amount of money in an economy is fixed
(by the relevant central bank, to be explained later in Chapter 7). Any increase in
the demand for money puts upward pressure on the price of money, the interest
rate. Higher interest rates have implications for many components of aggregate
expenditure. If the interest rate rises, this has implications for business investment,
since much of it is financed by bank loans. Buying consumption goods on credit is
also adversely affected by increased interest rates and some government expenditure
may also be reduced due to a higher interest rate. An increase in the price level
that leads to a higher interest rate leads to lower aggregate demand – hence the AD
curve slopes down.
The international trade effect: Any change in a country’s price level relative to the price
level of its trading partners has an impact on the attractiveness of international trade.
A country’s exports become less attractive if the exports become relatively more
expensive. If an exporting country’s prices rise faster than its importing partner
countries, rational buyers will prefer the products for which prices are not rising
so rapidly (this will be the case where similar products – substitutes – are available
and where the prices were quite similar before the exporter’s prices rose). Changes
in price levels affect both export and importing activities and since both exports
and imports are components of aggregate demand the effect of an increasing price
level that reduces net exports (X − M ) is reflected in the downward slope of the
aggregate demand curve.
5.5.3 AGGREGATE SUPPLY

To consider aggregate supply, it is useful to return to the concept of efficient
production discussed (in Chapter 1) when we dealt with the production possibility
frontier. There is a constraint on the maximum amount of output firms in an
economy could produce irrespective of the price level because an economy’s
resources are limited. An economy that produces the maximum feasible output
with all resources fully employed operates at potential output and this is shown as
Y ∧ in Figure 5.5. The relationship between the average level of prices and aggregate
supply is shown here.
Potential output is a country’s output level if all resources were fully employed.
Aggregate
price level P4 AS
P3
P2
P1
P0
National income
Y1 Y2 Y^
FIGURE 5.5 A G G R E G A T E S U P P LY
The shape of the aggregate supply curve indicates that the relationship between
output and the price level varies, depending on the economy’s output level. Initially
aggregate supply is flat, then slopes gently upwards only to become steep as it
coincides with potential output. This relationship describes how firms react to
the price level. There is a minimum price level required for firms to consider it
worth their while to supply a market with goods. In Figure 5.5 this level is P0. This
corresponds to a situation where an economy has low income (recession phase
of the business cycle), firms have a lot of spare capacity and many resources are
unemployed. Firms are willing to sell at the going market price and would like to
sell more output at the going price.
If an economy is producing output Y1 at a price level P1, any change in the price
level will cause firms to change their output. A decline in the price level would
lead to lower output because firms would perceive that they would have to cut their
prices to sell their output and lower prices would make some firms uncompetitive;
they would stop producing and output would fall (in Chapter 8 we will look at the
factors that might bring about such a fall in the price level). An increase in the
price level from P1 to P2 would have the opposite effect and output would expand
from Y1 to Y2 indicating firms’ willingness to expand supply as the higher price
level allows them to remain competitive and charge higher prices.
A proportional increase in the price level from P3 to P4, however, does not
have the same impact on output. If the economy begins from a position where the
aggregate price level is P3 then the economy is producing very near its potential
output. Any rise in the price level, such as to P4, has no significant impact on output
because firms’ have little extra capacity.
Analysis of aggregate supply depends on whether the short run or long run
is of interest. In the long run, it is assumed that an economy will operate at
full employment and hence the long-run aggregate supply curve is that shown in
Figure 5.6.
The long-run aggregate supply (LRAS) curve is a vertical line drawn at poten-
tial output.
The quantity and quality of the available factors of production and the available
technology (for converting inputs into output) determine the amount of potential
output an economy can supply.
Hence, LRAS is not influenced by the price level – the same amount is produced
irrespective of the price level. (The aggregate supply curve illustrated earlier in
Figure 5.5 may be considered to correspond to the short-run aggregate supply,
Aggregate LRAS
price level
National income
Y^
FIGURE 5.6 L O N G - R U N A G G R E G A T E S U P P LY
or it can be treated as a ‘combination’ AS curve that combines elements of both

short-run and long-run behaviour.)
The determinants of Y ∧ are influences on the quality and quantity of factors
of production including the local, domestic and international financial systems,
systems of corporate governance, legal and political environments, social and
cultural background, technological capability and the myriad standards, business
and personal ethics, codes of conduct that are embedded in an economic system,
as referred to earlier in the discussion of the circular flow.
5.5.4 BRINGING AD AND AS TOGETHER: THE SHORT RUN

A country’s equilibrium output and price level are determined jointly by its aggregate
demand and aggregate supply functions, as shown in Figure 5.7 for the short run.
Here, equilibrium output is SRY ∗ (where SR denotes the short run) and the
equilibrium price level is P ∗ corresponding to the intersection of aggregate demand
and aggregate supply. The economy shown is not producing its potential output, so
some resources are not being employed and the government might want to try to
boost output.
There are different avenues to encouraging the use of more resources – boosting
either aggregate demand or aggregate supply. (You may wish to sketch this situ-
ation using Figure 5.7 as your starting point: this analysis is further considered in
Chapter 8.)
Any increase in aggregate demand moves the AD curve upwards (to the right)
bringing about a new equilibrium position involving increased output and an
increased aggregate price level.
Any expansion in aggregate supply moves the AS rightwards leading to a new
equilibrium position involving higher output but a lower aggregate price level
than P ∗ .
P AS
P*
AD
Y
SRY*
F I G U R E 5 . 7 S H O R T R U N : A G G R E G A T E S U P P LY A N D
A G G R E G AT E D E M A N D
The challenge in intervening in the economy is to implement policies that have the
desired outcome. While this may appear straightforward using the theory of AS-AD
presented here, in practice it represents a problem for governments and businesses
alike for a number of reasons considered in more detail in Chapter 8.
5.6 EQUILIBRIUM ECONOMIC

A C T I V I T Y A N D T H E M U LT I P L I E R
When there is a change in aggregate demand, whether caused by a change in C,
I , G or (X − M ), equilibrium output changes. In sketching a movement in the
AD curve, however, we lose sight of the process according to which this change
occurs in the economy. Take the example of a change in consumption expenditure.
Autonomous consumption drops by £25bn from £50bn, for example. This leads to
a new consumption function (this can be sketched using Figure 3.12 as the starting
point) and also a new AD curve. The immediate effect of a drop in autonomous
consumption is that equilibrium income drops by the same amount (as the AD
shifts down or to the left).
The initial drop in autonomous consumption, however, has knock-on or domino
effects. The drop in income caused by the drop in consumption also causes a
further drop in consumption because consumption also depends on the level of
disposable income (refresh your memory by returning to section 3.8 if required).
This further drop in consumption causes a further drop in income, causes a further
drop in consumption . . . and so on. The total effect of the drop in autonomous
consumption is greater than the initial change that caused it, with a multiplicative
effect. This implies that if autonomous consumption falls by £25bn, the effect on
equilibrium output will be an even greater fall. Each economy has its own national
income multiplier.
The multiplier indicates how much income/output changes after a change in

autonomous expenditure.
The size of the multiplier for an economy that does not engage in international
trade (and therefore has no exports or imports) can be found according to the
following formula:
1
Multiplier =
(1 − MPC∗ )
The value of the multiplier depends on the value of an economy’s marginal
propensity to consume out of national income (MPC ∗ ). In Chapter 3, the marginal
propensity to consume out of disposable income was discussed (MPC). The rela-
tionship between the marginal propensities is:
MPC∗ = MPC × (1 − t)
where t is the tax rate.
If the tax rate is 0.2 (equivalent to 20%) and people’s marginal propensity
to consume out of disposable income is 0.95, then the marginal propensity
to consume out of national income, according to the above equation, is
0.95 × (1.0 − 0.20) = 0.76.
The ratios of disposable income to GDP for 2001 were 71.3% for the euro area,
73.3% for the USA, and for Japan, 60.3%. These data are from the international
statistics of the European Central Bank, http://www.ecb.int/stats.
To compute the multiplier if the MPC∗ is 0.76, then 1 − MPC∗ is 0.24 and the
multiplier is 1/0.24 = 4.16.
This implies that any change in autonomous expenditure (e.g. autonomous con-
sumption, I or G where each is independent of the level of national income) leads
to a new equilibrium income/output of 4.16 times the initial change.
For a higher tax rate, this would change the MPC∗ and the value of the multiplier,
as shown in Table 5.3. As the tax rate rises, a greater proportion of aggregate income
is paid in taxation, representing a leakage out of the circular flow. As the leakage
increases (with t), the impact of any change in autonomous expenditure declines,
as shown by the fall in value of the multiplier.
The size of the multiplier for an economy that is involved in international trade
is different to that presented above and is found as:
1
Multiplier =
[1 − (MPC∗ − MPM)]
where MPM denotes the marginal propensity to import.
TA B L E 5 . 3 V A L U E O F T H E M U LT I P L I E R A S TA X R AT E
RISES
MPC t (1 − t ) MPC∗ : MPC × (1 − t ) 1 − MPC ∗ Multiplier: 1
(1−MPC ∗ )
0.95 0.20 0.80 0.76 0.24 4.16

0.95 0.30 0.70 0.665 0.335 2.99
0.95 0.40 0.60 0.57 0.43 2.33
Conclusion: for a given MPC, an increase in the tax rate leads to a reduction in the multiplier.
TA B L E 5 . 4 V A L U E O F T H E M U LT I P L I E R I N C L U D I N G
MPM
Multiplier:
MPC ∗ − 1
MPC t (1 − t ) MPC∗ MPM [1 − (MPC ∗ − MPM )]
[1 − (MPC ∗ − MPM )]
0.95 0.20 0.80 0.76 0.51 0.49 2.04

0.95 0.30 0.70 0.665 0.415 0.585 1.71
0.95 0.40 0.60 0.57 0.32 0.68 1.47
Conclusion: inclusion of the MPM reduces the value of the multiplier because it represents an
additional leakage of income from the circular flow.
TA B L E 5 . 5 T R A D E S H A R E S O F E C O N O M I C
ACTIVITY (% GDP) 2002
USA UK Ireland Germany Japan
X : exports 6.5 18 72 30 10
M : imports −11 −21 −43 −24 −7.5
X − M : net exports −4.5 −3 29 6 2.5
Source: Economist Intelligence Unit, Country Data except for Ireland: Trade Statistics of Ireland, Irish Central
Statistics Office.
Payments for imports represent a further leakage of income from a country’s

circular flow, hence the multiplier is different. For a country with an MPM of 0.25,
the impact on the multiplier is shown in Table 5.4, which extends Table 5.3.
The extent to which imports and net trade is important for different countries
is shown in Table 5.5 which presents the share of exports (X ) and imports (M ) as
values of each country’s GDP, for a sample of countries.
Both the USA and UK experienced trade deficits in 2002 because the value of
their imports exceeded their exports. Japan, Germany and Ireland displayed trade
surpluses. Countries’ comparative advantages (see Chapter 2) help us to understand
a considerable portion of the international trade that takes place between them.
5.7 I N T E R N AT I O N A L I N T E G R AT I O N
A key characteristic of the current international economic system is the extent to
which individuals, firms and countries are exposed to influences from foreign goods,
services, firms, capital and labour. Individuals and economies are increasingly faced
with contributions by far distant people and places to their lives. Evidence for this
is found, for example, in the growth in international trade.
World growth in exports outstripped world GDP growth between 1995 and
2000 by a factor of more than two (7% per annum compared to 3%). Over
the longer period spanning 1948–2002, the figures are 6% for exports and
3.7% for GDP (see www.WTO.org for more national and international trade
information and statistics).

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B E Y O N D S U P P LY : F I R M S I N T H E E C O N O M I C S Y S T E M 131

The long-run average cost curve is not a map of minimum SRACs

4.4 MAXIMIZING PROFITS IN THE

The proﬁt-maximizing output level is found by identifying the quantity that

To maximize proﬁts in the long run a ﬁrm should:

If P ∗ = £100, AC ∗ = 50 and output at Q ∗ = 1800 total revenue (P × Q) =

4.4.1 PROFIT MAXIMIZATION, NORMAL PROFIT AND EFFICIENCY

Because of cost conditions and demand conditions, proﬁt-maximizing ﬁrms do

If substantial supernormal proﬁts are being made in an industry, it is usual to expect

Many examples of such barriers to entry exist including:

• product differentiation, where ﬁrms attempt to offer attributes that differentiate

Supernormal profits should not be considered always to reflect inefficiency in

4.4.2 MAXIMIZING PROFITS OVER THE SHORT RUN

• producing zero output and paying for its ﬁxed costs;

Producer surplus – the beneﬁt to producers due to the difference between

To calculate producer surplus we need to examine the supply curve in equilibrium,

4.6 PRODUCERS’ RESPONSE TO PRICE

Price elasticity of supply (PES) is the responsiveness of quantity supplied to

A ship-builder cannot expand its capacity as quickly as a car manufacturer and

The long-run/short-run consideration also has implications in terms of the avail-

Within the EU estimates of supply elasticities are useful in the context of

PRICE CEILINGS, US OIL, INCENTIVES AND PRICE

4.7 FIRMS’ INVESTMENT BEHAVIOUR

Investment leads to the creation of capital assets.

Depreciation is the decline in value of an asset over time attributable to deterio-

The investment function describes the macroeconomic or aggregate investment

In Figure 4.14, the level of autonomous investment I ∗ is constant, whatever the

FIGURE 4.14 THE INVESTMENT FUNCTION

4.8 GOVERNMENT INFLUENCE ON

Subsidy: a payment or a tax concession from the government that reduces

A B Subsidy: vertical distance

Domestic imports Domestic supply

4.8.1 USING SUBSIDIES – AN EXAMPLE WITH INTERNATIONAL

Subsidizing an industry results in a rightward shift of the supply function.

4.8.2 ENVIRONMENTAL TAXES – EFFECTS ON PRODUCTION

Externalities – either positive or negative effects of a transaction by one set of

By imposing taxes on polluting ﬁrms, governments force them to take account of

A B Tax: vertical distance

If Q 2 = 27 000 units, P 2 = £50 and the vertical distance between S1 and S2

Taxing a polluting industry results in a leftward shift of the supply curve. A

4.8.3 TAX INCIDENCE

REVIEW PROBLEMS AND QUESTIONS

a. hiring one extra worker, c. building an extension to a factory,

Price Demand Total Revenue Marginal Revenue

3. Information on Grandon’s costs are presented below.

Output Total costs Average cost Marginal cost

The grey market for cars

FURTHER READING AND RESEARCH

Jensen, M. and W. Meckling (1976) ‘Theory of the ﬁrm: managerial behavior,

✪ Explain how income and resources circulate in an economy between con-

One approach to examining economic activity is to consider the ﬂow of income

5.2 ECONOMIC ACTIVITY AND THE

Market for £ for goods and services (G&S)

FIGURE 5.1 THE CIRCULAR FLOW OF INCOME,

resource to ﬁrms and receive payments in return. Out of households’ savings in

• investment expenditure by ﬁrms;

5.3 REAL OUTPUT AND THE BUSINESS

As explained in Chapter 1, economists focus on real output because it provides

B: International business cycles