On the Effects of Entry
THE PROBLEM OF ENTRY receives a great deal of attention in present-day Industrial Economics. The main question typically asked in this connection, ever since the work of Bain and Sylos-Labini, is what the best strategies are for oligopolists facing the threat of entry into their industry, that is, the implications of potential entry on their optimal policies regarding pricing, investment, research and development, advertising, and so on. Were entry to occur, conventional wisdom says, the effects would be unambiguous: profits per firm, and perhaps also output per firm would fall, while the industry as a whole would become competitive in some sense, in particular expanding output. These effects are commonly taken for granted in discussions on entry, as obvious truths or, at best, as underlying assumptions. The natural question arises of whether this deeprooted piece of conventional wisdom is in fact correct for the general case, as the behavior of oligopoloy is, alas, complex enough to keep many surprises in store. Of course, these remarks are not meant to apply to the limit case where barriers to entry are removed altogether, thus breaking entirely the oligopolistic set-up. The effect on profits, in particular, would in this extreme case be necessarily unambiguous, as they would need to be zero in the new equilibrium, be it perfect or monopolistic competition. This is no more than a definition of equilibrium, but perhaps our intuition draws too heavily on this trivial consideration 2 Some of the effects of entry we shall be examining, in particular those on output, have been studied before, albeit in a rather limited form. Frank [1], Okuguchi [3], and Ruffin [4] found that certain reasonable conditions were sufficient for aggregate output to rise and firm-output to fall as entry occurs in the simple Cournot model of oligopoly.3 However, these authors do not examine what