15.010 商业决策经济学分析 (Economic Analysis for Business Decisions)

MIT Course 15 · Managerial Economics · 管理经济学 · 课号 15.010

TL;DR

• 企业微观决策的核心经济学基准，涵盖供求弹性测算、生产边际成本曲线与规模报酬。
• 完全竞争、垄断竞争、寡头垄断与完全垄断市场结构下的最优定价与产量均衡决策。
• 识别机会成本、沉没成本与外部性，规避企业资源配置中的典型认知偏差。

课程简介 / Description

15.010 is the Sloan School's core subject in microeconomics, with sections for non-Sloan students labeled 15.011. Our objective is to give you a working knowledge of the analytical tools that bear most directly on the economic decisions firms must regularly make. We will emphasize market structure and industrial performance, including the strategic interaction of firms. We will examine the behavior of individual markets - and the producers and consumers that sell and buy in those markets - in some detail, focusing on cost analysis, the determinants of market demand, pricing strategy, market power, and the implications of government regulatory policies. We will also examine the implications of economics on other business practices, such as incentive plans, auctions, and transfer pricing.

讲义 / Lecture Notes

• L1
  • Markets
  • Introduction to the Course
  • Types of Markets: Competitive, Monopoly/Monopsony and Oligopoly/Oligopsony
  • The Boundaries of a Market
  • Product Boundaries, Geographical Boundaries
  • Examples: Bicycles, Prescription Drugs, Airline Travel, Role of Internet
  • Course Overview Markets (PDF)
  • Extra Sources (PDF)
  • Questions for U.K. Credit Card Case Discussion (PDF)
• L2
  • Defining the Market
  • Discussion of Market Definition and Market Strategy
  • Case Study: Credit Cards in the U.K.
  • Market Definition (PDF)
  • Table: Profitability of Consumer Groups - Stuart, Harborne W., Jr. "Pricing for Profit: The U.K. Credit Card Industry in the Late 1980s (A)." Boston, MA: Harvard Business School, 1997. Case No. 9-897-168.
  • Tips for Homework Solutions and Exams (PDF)
  • Exhibit 2: UK Credit Card System - Stuart, Harborne W., Jr. "Pricing for Profit: The U.K. Credit Card Industry in the Late 1980s (A)." Boston, MA: Harvard Business School, 1997. Case No. 9-897-168.
• L3
  • Analysis of Competitive Markets
  • Supply-Demand Analysis of Government Intervention in Competitive Markets (Examples: Taxes, Subsidies, Tariffs, Import Quotas)
  • Detailed Analysis of the Sugar Quota and its Effects
  • Analysis of Competitive Markets (PDF)
  • Thurow, Roger and Geoff Winestock. A Global Journal Report — Bittersweet: How an Addiction To Sugar Subsidies Hurts Development -Politically Vital Farm Support, Especially in EU, Throttles Exports From Poor Nations — Negating $50 Billion in Aid."
  • The Wall Street Journal,
  • 16 September 2002.
  • Sugar Surplus (PDF)
• L4
  • Production and Cost
  • Brief Review of Production Economics and Cost Minimization
  • Cost Concepts: Fixed, Variable and Sunk
  • Total, Average, and Marginal Cost in the Short Run and Long Run
  • Accounting Cost vs. Economic Cost
  • Production and Cost I (PDF)
• L5
  • Production and Cost (cont.)
  • Airline Cost Example: User Cost of Capital
  • Economies of Scale and Scope
  • The Learning Curve and Cost Reduction over Time
  • Production and Cost II (PDF)
• L6
  • Consumer Demand
  • Introduction to Consumer Demand: Empirical Demand Analysis and Models of Consumer Choice
  • Consumer Demand Introduction (PDF)
• L7
  • Consumer Demand (cont.)
  • Pricing, Product Characteristics and Quality
  • The Analysis of Network Externalities, and their Competitive and Strategic Implications
  • Example from the Software Industry
  • Consumer Demand and Product Characteristics (PDF)
• L8
  • Time and Uncertainty
  • Intertemporal Prices and Net Present Value
  • Uncertainty and Risk Aversion
  • Waiting and Option Value
  • Time and Uncertainty (PDF)
• L9
  • Market Power
  • Competition and Entry
  • Monopoly Power and Mark-up Pricing
  • Production across Multiple Plants
  • Pricing with Network Externalities
  • Market Power (PDF)
• L10
  • Pricing with Market Power
  • Various Forms of Price Discrimination
  • Segmented Markets and Pricing Oriented toward Market Segmentation
  • Examples of Price Discrimination in Practice
  • Pricing with Market Power I (PDF)
  • Maremont, Mark. "The Only Difference is When You Throw Them Away."
  • Business Week,
  • 12 July 1993.
• L11
  • Pricing with Market Power (cont.)
  • The Use of Two-part Tariffs
  • Volume Pricing
  • Commodity Bundling
  • Pricing with Market Power II
  • Game Theory Cournot Questions (PDF)
  • Tran, Khanh T.L. "Fans of Web Games Pay to Play." The Wall Street Journal, 9 November 2000.
• L12
  • Game Theory and Competitive Strategy
  • Thinking Strategically
  • Duopoly Exercise (in class) to Introduce Cournot
  • First-mover Advantage: Stackelberg
  • Repeated Cournot
  • Cournot-Nash in detail
  • Nash Equilibrium in Other Kinds of Games
  • Game Theory and Competitive Strategy I (PDF)
• L13
  • Game Theory and Competitive Strategy (cont.)
  • Dominant Strategies
  • Nash Equilibrium again
  • Repeated Games
  • The Prisoners' Dilemma
  • Sequential Games
  • Threats and Credibility
  • Pre-emptive Moves
  • Entry Deterrence
  • Game Theory and Competitive Strategy II (PDF)
  • Barnett, F. William. "Making Game Theory Work in Practice."
  • The Wall Street Journal,
  • 13 February 1995.
  • Myerson, Allen R. "Philip Morris Cuts Cigarette Prices, Stunning Market - Stocks Plunge as Result - 40 cent-a-pack Reduction in No. 1 Marlboro Brand is Directed at Its Lower-Cost Rivals."
  • The New York Times,
  • 3 April 1993.
  • Ortega, Bob. "Retail Combat - Warehouse-Club War Leaves Few Standing, And They Are Bruised - Wal-Mart and Price-Costco Survive Bitter U.S. Clash, Will Resume it in Mexico - An Intense Game of Chicken."
  • The Wall Street Journal,
  • 18 November 1993.
• L14
  • Collusion and Competition in Oligopolistic Markets
  • Tacit Collusion
  • Examples: Electrical Equipment, Mineral Cartels
  • Collusion and Competition in Oligopolistic Markets (PDF)
• L15
  • Limiting Market Power
  • Antitrust Laws
  • U.S. vs. Microsoft®
  • Common Property Resources
  • Limiting Market Power (PDF)
  • Antitrust and Monopolies (PDF)
  • Surowiecki, James. "Mixed Motives." The Financial Page,
  • The New Yorker,
  • 8 November 2004.
• L16
  • Auctions and Bidding
  • Alternative Forms of Auctions and their Characteristics
  • The Winner's Curse
  • Auctions and Bidding (PDF)
  • Double Marginalization (PDF)
• L17
  • Transfer Pricing and Vertical Integration
  • Transfer Pricing in the Vertically Integrated Firm
  • Transfer Pricing with Outside Markets
  • Double Marginalization
  • Costs and Benefits of Vertical Integration
  • Transfer Pricing and Vertical Integration (PDF)
  • Outsourcing Sales (PDF)
  • Phillips, Michael M. "Taking Shelter - As Congress Ponders New Tax Breaks, Firms Already Find Plenty - Using Tactics Such as Shifting Profit to Havens Abroad, Some Pare Bills to Zero - GM Keeps the Tab Down."
  • The Wall Street Journal,
  • 9 August 1999.
• L18
  • Incentives and Information
  • Principal-agent Problem and Incentives
  • Moral Hazard
  • Multi-tasking
  • Promotion Tournaments and Up-or-out Policies
  • Team Incentives
  • Back-loaded Wages
  • Incentives and Employment (PDF)
• L19
  • Information and Market Structure
  • Markets with Asymmetric Information
  • Quality Uncertainty and the Market for "Lemons"
  • Adverse Selection
  • Signaling
  • Asymmetric Information and Market Structure (PDF)
• L20
  • Externalities and Market Structure
  • Positive and Negative Externalities
  • Market Failure and Forms of Government Intervention
  • Property Rights
  • Externalities and Market Structure (PDF)
  • Other Economics Courses (PDF)
• L21
  • Final Examination

本资料整理自 MIT OpenCourseWare，遵循 Creative Commons BY-NC-SA 4.0 许可协议，仅供个人学习使用。