The kinked demand theory is a crucial concept in understanding the behavior of firms within an oligopoly, where a few firms dominate the market. Unlike monopolies, where a single firm has complete control, or perfect competition, where firms are price takers, oligopolistic firms are interdependent. This means that the pricing and output decisions of one firm directly affect the others, making it challenging to predict market behavior.
The kinked demand curve illustrates how firms react to price changes. When a firm, such as McDonough's, alters its prices, its competitors can respond in two ways: they can either match the price change or ignore it. If rivals match a price decrease, the demand curve becomes steeper because the firm does not gain a competitive advantage; consumers will still choose based on brand loyalty. Conversely, if a firm raises its prices and competitors do not follow suit, the demand curve becomes shallower, leading to a significant loss in quantity sold as customers switch to competitors offering lower prices.
This dual response creates a kink in the demand curve, where the price elasticity differs above and below the current price level. The kink indicates that firms are likely to keep prices stable; they will not increase prices due to the risk of losing customers, and they will not decrease prices significantly since competitors will match the decrease, limiting any potential gain in market share.
The marginal revenue curve associated with the kinked demand curve also reflects this behavior. It has two distinct slopes corresponding to the two segments of the demand curve. This results in a situation where shifts in marginal cost do not lead to changes in output as long as they remain within the range defined by the kink. Thus, firms in an oligopoly often experience price inflexibility, maintaining stable prices despite fluctuations in costs.
In summary, the kinked demand theory highlights the complexities of pricing strategies in oligopolistic markets, emphasizing the importance of competitor reactions and the resulting price stability. Understanding this theory is essential for analyzing how firms operate in such competitive environments, where strategic decision-making is key to maintaining market position.