A key economic principle is that rational decision making requires thinking at the margin. This involves a comparison of the additional (or marginal) benefits and costs of an activity.
An example of such rational behaviour would be deciding to drink one more beer or spending one more hour studying only if the additional benefits were greater than the additional costs. The optimum is where marginal benefit equals marginal cost.
And this applies to firms too. A firm maximises its profits by producing the output at which marginal revenue is equal to marginal cost.
However, a recent book by the American business guru Clayton Christensen argues that thinking in this way can be a problem. A recent article in the Guardian describes a story he tells of the time he refused to play for his university basketball team in a national final which took place on a Sunday and therefore conflicted with his religious beliefs. His decision involved sticking to his principles rather than thinking at the margin. For him, whilst the marginal cost of sacrificing these principles just once may well have been small compared to the resulting benefits, the eventual cost would be much higher.
Christensen also suggests that similar arguments can apply to firm decision making. The above article provides an example he uses of decisions made by executives at the Blockbuster video chain. When smaller rivals started offering movies by mail, Blockbuster instead continued to invest in its existing video store business model. This eventually proved disastrous for the company. The explanation given for this is that building on previous investments made more sense than setting up a mail-order arm which would cannibalise their existing business. On the other hand, an alternative explanation may be that executives at Blockbuster were irrationally allowing sunk costs to affect their decision making.
Articles
Clayton Christensen’s “How Will You Measure Your Life?” Harvard Business School, Clayton Christensen (9/5/12)
Clay Christensen’s life lessons BloombergBusinessweek, Bradford Wieners (3/5/12)
Bust Blockbuster goes on the block Guardian, Ben Child (4/4/11)
Questions
- Can you think of a situation where you have decided to stick to your principles rather than think at the margin?
- Why does a firm maximise profit by producing the output at which marginal revenue is equal to marginal cost?
- What do you think are the main costs of setting up a mail-order business?
- Are these costs mainly fixed or variable costs?
- Why is it irrational to take sunk costs into account when making a decision?
- Can you think of a situation where you have been influenced by sunk costs?
With globalisation, more and more businesses have found it beneficial to ‘go global’. There are many reasons why a firm might choose to expand its production or market to other countries and one particular advantage is cutting costs in the manufacturing of products.
Countries such as China and India have become leaders in production. Look at many of the items you own – I’m sure you’ll see a ‘Made in China’ or ‘Made in India’ amongst them. These fast emerging countries were highly sought after as places to produce due to much cheaper production costs. This advantage led to Western companies outsourcing much of their manufacturing base to China, as a means of retaining a competitive advantage.
However, the cost advantages that China boasted are now less significant and we may be about to see the emergence of a new manufacturing hub. Other countries that are further behind the BRICS in the development process now have cost advantages over places like China and so we may see another transfer of manufacturing to other parts of the world.
When splitting up a supply chain to gain cost advantages a key consideration is the extent to which you lose control. Communication and co-ordination issues can emerge when design takes place in one country; production in another and then the products are sold around the world. When cost differences are huge, these problems can be overlooked, as what they might cost you in terms of lost time etc. is easily made up by savings through cheaper labour.
However, when the cost advantages of production in China shrink, companies are still left with the problems of communication and co-ordination. These now represent more significant costs that could be reduced were production to revert to the country of design or if production were to be moved to an even cheaper country.
The following article from BBC News considers the issues surrounding the supply chain and how businesses may benefit from more collaboration.
Better collaboration lets businesses take back the supply chain BBC News, Alastair Sorbie (15/6/12)
Questions
- What are the arguments for becoming a multinational?
- Why do host countries, such as the BRICS accept inward investment? What do they gain from it?
- Explain how the product life cycle can affect the profitability of a MNC and how the company might respond.
- What are the disadvantages to a MNC from ‘going global’?
- What are the problems faced by developing countries acting as host nations?
- How has technology affected both big and small businesses?
At the Mansion House dinner on 15 June, the Chancellor, George Osborne, and the Governor of the Bank of England, Sir Mervyn King, announced a new monetary policy initiative to increase bank credit. The idea is to stimulate borrowing by both firms and households and thereby boost aggregate demand.
There are two parts to the new measures:
1. Funding for lending. The aim here is to provide banks with cheap loans (i.e. at below market rates) on condition that they are used to fund lending to firms and households. Some £80 billion of loans, with a maturity of 3 to 4 years, could be made available to banks under the scheme. The details are still being worked out, but the scheme could work by the Bank of England supplying Treasury bills to the banks in return for less secure assets. The banks could then borrow against these bills in the market in order to lend to customers.
2. Providing extra liquidity to banks through six-month repos. The Bank of England will begin pumping up to £5bn a month into the banking system to improve their liquidity. This is an activation of the ‘Extended Collateral Term Repo Facility’ (see also), which was created last December, to provide six-month liquidity to banks against a wide range of collateral.
But whilst it is generally accepted that a lack of borrowing by firms and households is contributing to the slowdown of the UK economy, it is not clear how the new measures will solve the problem.
In terms of the supply of credit, banks have become more cautious about lending because of the increased risks associated with both the slowdown in the UK economy and the euro crisis. They claim that the issue is not one of a shortage of funding for lending, but of current uncertainties. They are thus likely to remain reluctant to lend, despite the prospect of extra loans from the Bank of England.
In terms of the demand for credit, both businesses and consumers remain cautious about borrowing. Even if bank loans are available, firms may not want to invest given the current uncertainties about the UK, eurozone and world economies. Consumers too may be reluctant to borrow more when people’s jobs may be at stake or at least when there is little prospect of increased wages. Even if banks were willing to lend more, you cannot force people to borrow.
Britain fights euro zone threat with credit boost Reuters, Matt Falloon and Sven Egenter (14/6/12)
Debt crisis: emergency action revealed to tackle ‘worst crisis since second world war’ Guardian, Larry Elliott, Jill Treanor and Ian Traynor (14/6/12)
Q&A: Funding for lending scheme Financial Times, Norma Cohen (15/6/12)
Bank lending plan: How will it work? BBC News (15/6/12)
Bank of England’s loans to high street banks start next week Guardian, Phillip Inman (15/6/12)
Mervyn King: Bank of England and Treasury to work together The Telegraph (15/6/12)
Bank of England offers £80bn loans Channel 4 News, Sarah Smith (15/6/12)
Bank funding scheme plans unveiled Independent, Holly Williams (15/6/12)
Banking: King hits panic button Independent, Ben Chu (15/6/12)
Bankers raise doubts on credit scheme Financial Times, Patrick Jenkins and Sharlene Goff (15/6/12)
We should not pin our hopes on Britain’s plan A-plus Financial Times, Martin Wolf (15/6/12)
Throwing money at banks won’t solve economic crisis, Ed Balls says Guardian, Patrick Wintour (15/6/12)
UK lending plan faces risk of low take-up BloombergBusinessweek, Robert Barr (15/6/12)
Will Bank of England’s new lending schemes work? BBC News, Robert Peston (15/6/12)
Bank and Treasury’s plan A-plus for UK BBC News, Stephanie Flanders (15/6/12)
Questions
- How would the schemes incentivise banks to lend more?
- Explain what is meant by the Extended Collateral Term Repo Facility. How similar is it to the long-term repo operations of the ECB (see the news item More bank debt to ease bank debt)?
- What factors are likely to determine the take-up of loans from banks?
- Will the new arrangements have any implications for taxpayers? Explain.
- To what extent are fiscal and monetary policy currently complementary?
- What is the significance of calling the new measures ‘Plan A-plus’? What would ‘Plan B’ be?
Will we soon live in a world without cash? More and more payments are being made electronically: whether by credit card or debit card, or by direct debit or bank transfer, or by cash loaded cards. For many people cash is now largely used only for small transactions.
But even here, things are changing. Direct transfers via mobile phone apps are increasingly being used for small transactions. Mobile phone companies, banks and others are busy developing such apps and more and more are being released onto the market.
And it’s not just in developed countries. Many developing countries are finding that mobile phones are an ideal way of transferring money for a whole range of transactions. For example, in Kenya, under 20% have a formal bank account, only 1% have a landline and yet more than 70% have a mobile phone, and this percentage is still rising. In 2007, a system known as M-Pesa (see also) was launched:
The user can create a free account and deposit money into it for free with registered agents at retail outlets. They may be gas stations, supermarkets, banks or micro-finance providers or small and medium-sized businesses. No minimum account balance is required.
The user can then transfer up to $440 from the account to someone else — including someone who doesn’t have a cellphone. The recipient provides identification and picks up the cash from another registered agent.
Users can deposit and withdraw cash, pay water and electricity bills, pay their children’s school fees, get paid by their employers or buy extra airtime for their phone.
Other developing countries are introducing similar systems. The second webcast link below gives an example from South Africa.
So how long will it be before cash disappears as a medium of exchange? Or will people continue to prefer to carry cash around with them – especially given the convenience of having cash machines readily available which do not charge for use.
Webcasts
Life in a cashless society BBC News Magazine, David Wolman (14/6/12)
FNB Introduces Cashless Payment App ABNDigital on YouTube (14/5/12) (see also FNB launches new geo-payment system IT News, Africa
PayPal leads mobile payments push Reuters (4/6/12)
Are We Moving Towards a Cashless Society? TheAlyonaShow on YouTube (14/3/12)
Articles
More than 70 per cent of Canadians ready to go “cashless” CNW (13/6/12)
Is a cashless society on the way? Westfair Online, Janice Kirkel (18/5/12)
Mobile money misery BBC News, Rory Cellan-Jones (16/5/12)
Cellphones transform Kenyan commerce CBC News (27/10/10)
Chart

For a PowerPoint of the above chart, click here.
Questions
- What are the advantages and disadvantages of using cash?
- To what extent can mobile phone technology replace cash? What are the advantages and disadvantages of such technology?
- To what extent can mobile phone technology fulfil the various functions of money?
- Private-sector holdings of cash have been rising as a proportion of (nominal) GDP – see above chart. Is this consistent with a decreased use of cash? Explain.
- Why may mobile phone transactions be particularly useful in developing countries?
- What proportion of your own expenditure is conducted by cash? Has this changed over the past couple of years? If so, explain why.
With falling GDP and house prices, Spanish banks have been running the risk of failure. Indeed, the Spanish government has already had to agree to bail out Spain’s fourth biggest bank, Bankia.
On Saturday 9 June, at a crisis conference call, eurozone finance ministers agreed to lend the Spanish government up to €100 billion to provide credit to Spanish banks. The Spanish government is commissioning independent audits of the banks and, in the light of that, will specify just how much it needs to borrow.
Details of the nature of the loans will be made clear over the coming days, but they will funded either from the temporary rescue fund, the European Financial Stability Facility (EFSF), or from the new permanent fund that will replace it, the European Stability Mechanism (ESM).
But whilst the loans will remove the immediate pressure on Spanish banks, the underlying problems of the Spanish economy remain. Easy credit fuelled a property bubble which then burst. House prices have fallen by over 20% since the peak, and many Spanish people are in negative equity. Many construction companies have gone out of business.
What is more, the Spanish government is committed to reducing the budget deficit from 8.9% of GDP in 2011 to 5.3% in 2012 and 3% in 2013. To achieve this it has instituted tough austerity policies of government expenditure cuts and tax rises. (Click here for a link to a graph from the BBC of budget deficits in 18 EU countries.)
This has only aggravated the decline in GDP – at least in the short term. Spanish GDP is set to fall by around 2% this year and unemployment, at nearly 25% and rising, is the highest in Europe. Indeed the unemployment rate for those aged 15 to 25 is over 51%! This clearly has profound social and political consequences, with many young people seeing no prospect of gaining employment and thus feeling socially alienated. (For a PowerPoint of the above chart, click here.)
Markets on the Monday after the bailout was announced initially reacted positively. By the end of the day, however, the gains had been wiped out. Although no conditions were imposed on the Spanish government – the loan, although to the Spanish government, was to bail out the banks, not the government itself – worries remain that the Spanish economy is not set to recover for some time.
What is more, worries about other eurozone countries in difficulty have not gone away. Indeed, with the Spanish government being seen as having been dealt with more leniently than the Greek, Portuguese and Irish governments, investors are now worried that these countries may demand to renegotiate the terms of their bailout. And in the case of Greece, the Spanish bailout may make people more willing to vote in this coming Saturday’s election for parties that reject the Greek bailout terms. This may make it more likely that Greece will be forced to leave the euro, with all the chaos that is likely to ensue.
Webcasts and Podcasts
Spain: Simmering anger in Seville BBC News, Paul Mason (7/6/12)
Will Spain’s Bailout save Europe? CNBC Video, Martin Wolf (11/6/12)
Bailout boost evaporates Financial Times video, James Macintosh (11/6/12)
Spain’s bailout may not be enough Financial Times video, Nikki Tait (11/6/12)
Eurozone: ‘Italy will be next’ BBC Today Programme, Robert Peston (11/6/12)
Articles
Eurozone agrees to lend Spain up to 100 billion euros MSN Money, Jan Strupczewski and Julien Toyer (12/6/12)
Hurried Spanish banking bailout fails to calm market nerves Guardian, Giles Tremlett (11/6/12)
Fears that Spain’s bailout relief may be short-live Independent, Alasdair Fotheringham and Tom Bawden (11/6/12)
Spanish banks deal: Market concerns remain BBC News (11/6/12)
Q&A: Spanish bank deal BBC News (11/6/12)
Debt crisis: Market euphoria evaporates over Spain’s €100bn bank bailout The Telegraph, Emma Rowley and Bruno Waterfield (11/6/12)
Why bondholders are scared about Spain MarketWatch, Deborah Levine (11/6/12)
Krugman on another bank bailout Press-Telegram Paul Krugman (11/6/12)
Messy Spanish rescue BBC News, Robert Peston (10/6/12)
This latest euro fix will come apart in less than a month The Telegraph, Jeremy Warner (11/6/12)
The consequences of Spain’s bank rescue Financial Times, Gavyn Davies (10/6/12)
Buy on the summit, sell on the communiqué Financial Times, Alan Beattie (11/6/12)
The vicious euro circle keeps turning BBC News, Stephanie Flanders (12/6/12)
Spanish banks need up to 62bn euros BBC News (21/6/12)
Eurozone crisis explained BBC News (19/6/12)
Spain formally requests a bailout for its banks BBC News (25/6/12)
Documents and press releases
IMF Says Spain’s Core Financial System is Resilient, but Important Vulnerabilities Remain IMF Press Release (8/6/12)
Spain and the IMF IMF links to various documents including: Spain – Financial System Stability Assessment (8/6/12)
Eurogroup statement on Spain Eurozone Portal, The Eurogroup (9/6/12)
Questions
- How does the Spanish bailout differ from those for Greece, Irelend and Portugal?
- What are the likely implications for Spanish borrowing costs of the loans coming from the ESM?
- To what extent does the plan to bail out Spanish banks involve a moral hazard?
- What is likely to be the effect of the Spanish bailout on Greece, Ireland and Portugal?
- How bad is Spanish public-sector debt compared with other countries? What is the likely effect of the bailout on Spanish public-sector debt?
- What is meant by a banking union in the eurozone and how would it work? What would be the implication of a eurozone banking union for the UK?