Profit Maximization

Collusion Inefficiency

A typical profit-maximizing output determination using the marginal revenue and marginal cost approach is presented in this diagram to the right. OmniCola and Juice-Up seek to maximize profit for this two-firm industry by producing output that equates industry-wide marginal revenue (MR) and industry-wide marginal cost (MCm), which is 16,000 cans of soft drinks in this example. The corresponding price charged is $1 per can.

This profit-maximizing production is not efficient. In particular, the price is $1, but the marginal cost is only $0.40. Society is producing and consuming a good that it values at $1 (the price). However, in so doing, it is using resources that could have produced other goods valued at $0.40 (the marginal OPPORTUNITY cost). Society gives up $0.40 worth of value and receives $1.

This is a good thing. It is so good, that society should do more. However, the colluding firms are not letting this happen. They are not devoting as many resources to the production of soft drinks as society would like.

An Efficient Alternative

A comparison between these colluding oligopolistic firms and perfect competition indicates:

• The colluding firms produce less output than perfect competition. In this example, they produce 16,000 cans of soft drinks compared to about 24,250 cans for perfect competition. The colluding firms do not allocate enough resources to the production of soft drinks.


• The colluding firms charge a higher price than perfect competition. In this example, the collusion price is $1 per can versus $0.69 per can for perfect competition. The colluding firms are NOT efficient because they produce at a quantity in which price is greater than marginal cost.