This exciting text book is the first to bridge the gap between the `traditional' theoretical texts and the more applied texts on business economics. It logically explains and develops the link between business economics and strategy. It uses real business problems to enable students to grasp the practical applications of theory. The final part of the book shows how the themes of business economics are linked to the issues facing real companies. A range of features in each chapter includes: objectives, introduction, mini-cases, cases, self-test or review questions, summary, references to further reading and a glossary of new terms.
Part 1: Introduction.
1. The Scope of Business Economics.
2. The Organisation and Its Environment.
3. Business Objectives, Ethics and Corporate Governance.
4. Alternative Models of the Organisation.
Part 2: Demand, Revenue and Costs.
5. Consumer Behaviour.
6. Demand and Elasticity.
7. Estimating and Forecasting Demand.
8. Determinants and Behaviour of Costs.
Part 3: Marketing and Investment Decisions.
9. Pricing Decisions.
10. Pricing Practices.
11. Non-price Competition and the Marketing Mix.
12. Investment Decisions and the Cost of Capital.
13. Techniques for Decision Making Under Conditions of Uncertainty and Risk.
Part 4: Economics and Corporate Strategy.
14. Elements of Business Strategy.
15. Analysing the Structure of Competition.
16. Competitive Weapons: Scale, Scope and Core Competencies.
17. Transaction Cost Economics.
18. Deterrence and Reputation as Strategic Tools.
19. Quality and the Economics of the Organisation.
Part 5: Business Issues.
20. Business Issues and the Environment.
21. The Globalisation of Business Activity.
22. Government Intervention: Competition and Regulation.
23. The Changing Boundaries of the Organisation.
24. The Labour Market.