Chapter 17 focused on monopolistic
competition, a market structure in which many firms sell products that are
similar but not identical. In order to be considered monopolistic competition,
there must be many sellers, product differentiation, and free entry. Monopolistic
competition shares some features of perfect competition and shares some
features of monopolies. Like perfect competition, entry and exit will drive profits
to zero economic profit in the long run. Like monopoly, monopolistic
competition firms have a downward sloping demand curve. Monopolistically
competitive firms produce an excess capacity because they produce below the
efficient scale. They also charge prices that exceed their marginal cost for
their products which is the markup over marginal cost. Monopolistic competition
may be inefficient because it has a standard deadweight loss and because the
number of firms is not ideal. The entry of new firms causes the product-variety
externality and the business stealing externality. There is no easy way for
public policy to solve these inefficiencies. Each firm has the incentive to
advertise. Evidence suggests that advertising increases competition which
reduces prices for consumers. Advertising correlates to the quality of the product.
Brand names provide information and give firms an incentive to maintain their
quality.
I would give this chapter a difficulty
rating of 1 out of 3. The readers have already been introduced to perfect
competition as well as monopoly so it was easier to grasp the concepts of
monopolistically competition because it was basically different features that
were picked from the two other extremes.