W.J. BAUMOL’S
SALES MAXIMISATION
(Without
Advertisement)
Baumol’s findings of oligopoly
firms in America reveal that they follow the sales maximization objective.
According to Baumol, with the separation of ownership and control in Morden
Corporation, managers seek prestige and higher salaries by trying to expand
company sales even at the expense of profits. Being a consultant to a number of
firms, Baumol observes that when asked how their business went last year, the
business managers often respond, ‘’our sales were up to 3 million $’’. Thus, according
to Baumol, revenue or sales maximization rather than profit maximization is
consistent with the actual behavior of firms.
Baumol cites evidence suggesting that
shot-run revenue maximization may be consistent with long-run profit maximization.
But sales maximization is regarded as the short-run and long-run goal of
management. Sales maximization is not only a means but an end in itself. He
gives a number of arguments is the support of his theory. According to him, a firm
attaches great importance to the magnitude of sales and is much concerned about
declining sales. If the sales of the firm are declining, banks, creditors and the
capital market are not prepared to provide finance to it. Its own distributors
and dealers might stop taking interest in it. Consumers might not buy its
products because of their unpopularity. But if sales are large, the size of the firms
expands which, in turn, larger profits.
Baumol’s model is illustrated in fig. 1
where TC is the total cost curve, TR is the total revenue curve, TP is total
production curve and MP is the minimum profit constraint line. The firm
maximizes its profits at the OQ level of the output corresponding to the highest
point B on the TP curve. But the aim of the firm is not maximize the profit but
it want to maximize the sales. Its sales maximization output is OK where the
total revenue KL is the maximum at the highest point of the TR. This sales maximization
output OK is higher than the profit maximization output OQ. But sales maximization
is subject to minimum profit constraints.
(Sales
maximization model without advertisement.)
Suppose
the minimum profit level of the firm is represented by the line MP. The output
OK will not maximize sales as the minimum profit OM are not being covered by
total profit KS. For sales maximization, the firm should produce profit but
also gives the highest total revenue consistent with it. This level is
represented by the OD level of output where the minimum profit is DC (=OM) are
consistent with DE amount of total revenue at the price DE/OD, (I.e., total
revenue /total output).
Criticism:
The
sales maximization objective of the firms has been criticized on a number of
points. First, Rosenberg criticized the use of the profit constraint for
maximizing sales. He has shown that it is difficult to specify exactly the
relevant profit constraint for a firm, and choose the sales maximization and
minimum profit constrain in Baumol’s analysis. Second, if expenditure on
advertising is introduced in a Baumol’s theory, the likelihood of sales maximization
is increased. But this view point is not realistic because the expenditure on
advertising increase or decrease with the rise of fall in output. Third, the
objective of sales maximization subject to profit constraint implies that ‘’the
firm will not make any sacrifice in sales no matter how large an increment in
wealth would thereby be achievable.’’ Despite these criticisms, sales
maximization is an important objective being pursued by business firms.
