Bedrijfseconomie 23-24
EXAMEN: verhoogde censuur (allemaal multiple choice vragen)
Inhoudsopgave
HOC 1: Fundamenten en marktwerking ........................................................................................................... 7
1. Kadering van het domein ........................................................................................................................... 7
Wat is bedrijfseconomie? ............................................................................................................................... 7
Belangrijke concepten voor managers ........................................................................................................... 7
2. Marktwerking........................................................................................................................................... 12
Het belang voor de managers ...................................................................................................................... 12
Vraag ............................................................................................................................................................ 12
Veelvoorkomende vraagverschuivers .......................................................................................................... 13
De vraagfunctie ............................................................................................................................................ 15
Consumentensurplus.................................................................................................................................... 15
Aanbod ......................................................................................................................................................... 15
Veelvoorkomen de aanbodverschuivers ...................................................................................................... 16
De aanbodfunctie ......................................................................................................................................... 17
Productensurplus ......................................................................................................................................... 17
Marktevenwicht ........................................................................................................................................... 17
Marktinterventies ......................................................................................................................................... 18
Comparatieve statica .................................................................................................................................... 19
HOC 2: vraaganalyse & consumentengedrag .................................................................................................. 20
Nood aan kwantitatieve vraaganalyse ............................................................................................................. 20
Kwantitatieve vraaganalyse ............................................................................................................................. 21
Wat is elasticiteit? ........................................................................................................................................ 21
Eigen prijselasticiteit .................................................................................................................................... 21
Interpretatie van (eigen prijs)elasticiteit ...................................................................................................... 22
Belang van vraagelasticiteit voor managers ................................................................................................. 22
Extreme vraagelasticiteiten .......................................................................................................................... 24
Factoren met een impact op prijselasticiteit................................................................................................ 24
Prijselasticiteit linken met marginale analyse .............................................................................................. 25
Voornaamste elasticiteiten .......................................................................................................................... 26
Kruiselingse prijselasticiteit .......................................................................................................................... 26
Inkomenselasticiteit ..................................................................................................................................... 27
Andere elasticiteiten .................................................................................................................................... 27
Elasticiteit afleiden uit lineaire vraagfunctie ................................................................................................ 28
Consumentengedrag......................................................................................................................................... 28
Belang voor managers .................................................................................................................................. 28
Consumentengedrag .................................................................................................................................... 28
, Model ........................................................................................................................................................... 29
Beperkingen ................................................................................................................................................. 30
Budgetbeperkingen ...................................................................................................................................... 30
Marktsubstitutievoet.................................................................................................................................... 31
Veranderingen in budgetbeperkingen ......................................................................................................... 31
Consumentenevenwicht .............................................................................................................................. 32
Comparatieve statica .................................................................................................................................... 33
Implicaties voor werknemers ....................................................................................................................... 36
Implicaties voor managers ........................................................................................................................... 37
Link tussen indifferentiecurves en vraagcurves ........................................................................................... 38
Irrationaliteit ..................................................................................................................................................... 38
Behavioural economics ................................................................................................................................ 38
Bounded rationality ...................................................................................................................................... 38
Satisficing...................................................................................................................................................... 39
Implicaties voor prijszetting ......................................................................................................................... 39
Implicaties voor marktwerking ..................................................................................................................... 39
Implicaties voor beleid ................................................................................................................................. 41
HOC 3: productieproces, kosten & de organisatie van het bedrijf .................................................................. 41
1. Inleiding.................................................................................................................................................... 41
Relevantie voor managers ............................................................................................................................ 41
2. Productieproces en kosten ....................................................................................................................... 42
Productiefunctie ........................................................................................................................................... 42
Korte versus langetermijnsbeslissingen ....................................................................................................... 42
Maatstaven van productiviteit ..................................................................................................................... 43
Link tussen maatstaven van productiviteit .................................................................................................. 43
De manager en het productieproces ............................................................................................................ 45
Algebraïsche productiefuncties .................................................................................................................... 45
Isokwanten ................................................................................................................................................... 46
Isokostlijnen ................................................................................................................................................. 47
Veranderingen in de isokostlijnen ................................................................................................................ 48
Isokostlijnen en isokwanten ......................................................................................................................... 48
Optimale inputsubstitutie ............................................................................................................................ 49
Kostenfunctie ............................................................................................................................................... 49
Korte termijn kosten .................................................................................................................................... 50
Gemiddelde en marginale kosten ................................................................................................................ 50
Isokosten ...................................................................................................................................................... 51
Relatie tussen kostentypes ........................................................................................................................... 51
Vaste en verzonken kosten .......................................................................................................................... 51
Lange termijn kosten .................................................................................................................................... 52
(Dis)economies of scale ................................................................................................................................ 53
Kostenfuncties voor meerdere outputs ....................................................................................................... 53
Economies of scope ...................................................................................................................................... 54
Kostencomplementariteit ............................................................................................................................ 54
3. De organisatie van het bedrijf .................................................................................................................. 54
Inputwerving ................................................................................................................................................ 54
, Spotmarkt ..................................................................................................................................................... 55
Contract ........................................................................................................................................................ 55
Verticale integratie ....................................................................................................................................... 55
Transactiekosten .......................................................................................................................................... 56
Soorten gespecialiseerde investeringen....................................................................................................... 56
Implicaties van gespecialiseerde investeringen ........................................................................................... 57
Implicaties van gespecialiseerde investeringen ........................................................................................... 57
Hold up ......................................................................................................................................................... 57
Optimale inputverwerving ........................................................................................................................... 58
Principal-agent theorie: managementcompensatie ..................................................................................... 60
Krachten die managers disciplineren ........................................................................................................... 60
Principal-agent theorie: werknemerscompensatie ...................................................................................... 61
HOC 4: Industry and market ........................................................................................................................... 61
Introduction ...................................................................................................................................................... 61
Industry ............................................................................................................................................................. 62
Market .............................................................................................................................................................. 67
Market structures ............................................................................................................................................. 68
Monopoly .......................................................................................................................................................... 69
Monopolistic competition ................................................................................................................................. 72
HOC 5: oligopoly and game theory ................................................................................................................. 74
Introduction ...................................................................................................................................................... 74
Oligopoly ........................................................................................................................................................... 75
Duopoly ............................................................................................................................................................. 76
Duopoly: airline example.............................................................................................................................. 76
Definities: ..................................................................................................................................................... 81
Cartel ................................................................................................................................................................ 81
No cartel ........................................................................................................................................................... 82
Cournot model ............................................................................................................................................. 82
Stackelberg model ........................................................................................................................................ 83
BERTRAND MODEL ....................................................................................................................................... 84
Game theory ..................................................................................................................................................... 85
Game theory: prisoner’s dilemma ................................................................................................................ 86
Potential issues............................................................................................................................................. 89
HOC 6: Public & non-profit economics ........................................................................................................... 94
Introduction ...................................................................................................................................................... 94
Non-profit organisations................................................................................................................................... 94
Three-failures theory ........................................................................................................................................ 95
Market failure ................................................................................................................................................... 96
, Govermental failure .......................................................................................................................................... 96
Non-profit failure .............................................................................................................................................. 97
HOC 7: Prijsstrategieën & de economie van informatie .................................................................................. 98
Inleiding ............................................................................................................................................................ 98
Relevantie voor managers ............................................................................................................................ 98
Productieproces en kosten ................................................................................................................................ 98
Basis prijsstrategieën .................................................................................................................................... 98
Winstmaximaliserende mark-up (monopolie) ............................................................................................. 99
Winstmaximaliserende mark-up (cournot) .................................................................................................. 99
Nog meer winst .......................................................................................................................................... 100
Consumentensurplus extraheren ............................................................................................................... 100
Prijsdiscriminatie ........................................................................................................................................ 100
Tweedelige prijsstelling .............................................................................................................................. 102
Blokprijsstelling .......................................................................................................................................... 102
Productbundeling ....................................................................................................................................... 103
Speciale kosten- en vraagstructuren .......................................................................................................... 104
Transfer pricing .......................................................................................................................................... 105
Prijszetting onder prijscompetitie .............................................................................................................. 105
De economie van informatie ........................................................................................................................... 106
Verwachte waarde ..................................................................................................................................... 106
Variantie ..................................................................................................................................................... 107
Verwachte waarde en variantie ................................................................................................................. 107
Onzekerheid en consumentengedrag ........................................................................................................ 107
Implicaties risicoaverse consumenten ....................................................................................................... 108
Zoekkosten consumenten .......................................................................................................................... 109
Onzekerheid en het management .............................................................................................................. 109
Zoekkosten producenten ........................................................................................................................... 110
Winstmaximalisatie .................................................................................................................................... 110
Onzekerheid en de markt ........................................................................................................................... 110
Adverse selectie ......................................................................................................................................... 111
Moral hazard .............................................................................................................................................. 111
Signaling ..................................................................................................................................................... 111
Screening .................................................................................................................................................... 112
Veilingen → niet kennen ............................................................................................................................ 112
De economie van platformen.......................................................................................................................... 112
Multi-sided platformen .............................................................................................................................. 112
Analyse van MSPs ....................................................................................................................................... 112
Problemen grote MSPs ............................................................................................................................... 113
Digital markets act ...................................................................................................................................... 113
Digital services act ...................................................................................................................................... 114
Gastles 1: Competition policy & digital intermediation platforms: European antitrust & the African
perspective .................................................................................................................................................. 114
South Africa: a different perspective .............................................................................................................. 114
, Intermediation via resellers ............................................................................................................................ 115
Intermediation via platforms .......................................................................................................................... 115
Platforms ........................................................................................................................................................ 116
Digital platforms ............................................................................................................................................. 117
How do digital platforms differ? ................................................................................................................ 118
Digital intermediation platforms .................................................................................................................... 118
Helping assets move to higher uses* .............................................................................................................. 119
Helping assets move to higher uses in South Africa ....................................................................................... 119
Platforms rely on reinforcing cycles ................................................................................................................ 120
Why do reinforcing cycles limit competition? ............................................................................................ 120
Multi-homing incentive is often limited .......................................................................................................... 121
Scale is important to platform competition .................................................................................................... 122
Network effects: temporal variation............................................................................................................... 122
Network effects: spatial variation .................................................................................................................. 123
Network effects: different for different products ........................................................................................... 123
Will Amazon eventually dominate e-commerce markets everywhere? ......................................................... 124
When digital prowess meets physical challenges ........................................................................................... 125
Impact on policy: sharpened merger review ................................................................................................... 125
Impact on policy: addressing abuses of dominance ....................................................................................... 125
Peering into the crystal ball? .......................................................................................................................... 126
Gastles 2: Potential competition in digital platform markets: US and European entrants vs African
monopolists? ............................................................................................................................................... 127
This evening .................................................................................................................................................... 127
Potential competition ..................................................................................................................................... 128
Potential competition and digital platforms ................................................................................................... 129
South Africa – a mix ........................................................................................................................................ 129
South Africa – familiar pics ............................................................................................................................. 130
Cars ............................................................................................................................................................. 130
MIH/WeBuyCars ......................................................................................................................................... 130
MIH/WeBuyCars creates portfolio effects ................................................................................................. 133
MIH/WeBuyCars removes FCG as entrant ................................................................................................. 133
EU digital merger review ................................................................................................................................ 134
Potential competition: the right focus for digital merger review?.................................................................. 135
Digital competition policy and broader antitrust............................................................................................ 136
General take-aways ........................................................................................................................................ 137
,Gastles 3: African exploits: Wrestling with digital platform dominance & its impact on small business ....... 138
This evening .................................................................................................................................................... 138
Exploitative abuse – what is it? ...................................................................................................................... 138
Exploitative abuse – why so limited? .............................................................................................................. 139
Exploitative abuse cases: general trends ........................................................................................................ 140
Exploitative abuse cases: digital trends .......................................................................................................... 141
Exploitative abuses in digital markets: looking at different user groups ........................................................ 141
Main challenge in exploitative abuse cases .................................................................................................... 142
Further challenges in digital exploitative cases .............................................................................................. 142
Bundeskartellamt/Facebook 2019 .................................................................................................................. 143
Past behaviour is the preferred benchmark .................................................................................................... 146
Price discrimination – SA digital examples ..................................................................................................... 146
Price discrimination – evaluating harm .......................................................................................................... 147
After three lectures ......................................................................................................................................... 147
HOC 8: platformen en investeringsanalyse ................................................................................................... 148
Multi-sided platformen ................................................................................................................................... 148
Problemen grote MSPS ................................................................................................................................... 149
Digital markets act.......................................................................................................................................... 149
Digital services act .......................................................................................................................................... 150
Inleiding .......................................................................................................................................................... 151
Relevantie voor managers .......................................................................................................................... 151
Investeringsanalyse ........................................................................................................................................ 151
Incrementele kasstromen .......................................................................................................................... 151
Verdisconteren en oprenten ...................................................................................................................... 152
Vuistregel investeringsverdubbeling .......................................................................................................... 152
Voorbeeld verdisconteren .......................................................................................................................... 153
R berekenen in een bedrijfscontext ........................................................................................................... 154
Investeringen waarderen en rangschikken ................................................................................................ 154
Net present value ....................................................................................................................................... 154
Voorbeeld NPV ........................................................................................................................................... 155
Risico en sensitiviteitsanalyse .................................................................................................................... 155
Beperkingen net present value .................................................................................................................. 156
Internal rate of return ................................................................................................................................ 157
Terugverdientijd ......................................................................................................................................... 158
Rentabiliteitsindex ...................................................................................................................................... 158
Break-even analyse .................................................................................................................................... 158
Link break-even anayse en marginale analyse ........................................................................................... 159
Sluitingsbeslissingen en break-evenprijzen ................................................................................................ 159
Overzicht complementariteit ..................................................................................................................... 160
, HOC 1: Fundamenten en marktwerking
1. Kadering van het domein
Wat is bedrijfseconomie?
Economie is de wetenschap van het maken van beslissingen onder de conditie van schaarste.
- Wat is schaarste? Het idee dat middelen niet oneindig zijn en dat daardoor mensen of
organisaties keuzes moeten maken tussen de middelen die hij of zij ter beschikking heeft.
- Welke doelen kunnen dat zijn? Winstdoel (winst maximalisatie), non profit,..
Bedrijfsmanagers richten zich op het beheren van middelen om bepaalde doelen te bereiken
DUS: Bedrijfseconomie is de studie van het efficiënt inzetten van schaarse middelen om
organisatiedoelen te bereiken.
Insteek: het begrip van economische principes is cruciaal voor de effectieve besluitvorming met oog
op doel van het bedrijf, met name winstmaximalisatie en waardevergroting
- Bv. Keuzes over productprijzen, kwaliteit, productiehoeveelheden, HR, etc.
- Bv. Omgaan met acties van concurrerende bedrijven (bv: nieuwe bedrijven die toetreden tot
de markt)
- Bv. Projectevaluatie (Kosten en baten)
- Bv. Marktanalyse
- Bv. Inzetten van technologie
- Bv. Internationaliseringsbeslissingen
Belangrijke concepten voor managers
1. Doelen en beperkingen
Men heeft belang bij het definiëren van duidelijke doelen: welke doelen zijn dit? Hoe gaan we
maximaliseren, wat willen wij maximaliseren,..
Het heeft een grote impact op beslissingen en de modellen die nuttig zijn om in het bedrijf mee om
te gaan. (Bij profit bedrijven: winst, non profit bedrijven: sociale impact, het leveren van goeie
diensten (als het gaat om publieke dienstverlening))
Beperkingen zorgen aan nood voor keuzes (schaarste)
- Bv. Budget
- Bv. Beschikbare technologie
- Bv. 24u in één dag = je werkt hopelijk niet 24 uur in een dag
Verschillende departementen in één organisatie kunnen verschillende doelen hebben
EXAMEN: verhoogde censuur (allemaal multiple choice vragen)
Inhoudsopgave
HOC 1: Fundamenten en marktwerking ........................................................................................................... 7
1. Kadering van het domein ........................................................................................................................... 7
Wat is bedrijfseconomie? ............................................................................................................................... 7
Belangrijke concepten voor managers ........................................................................................................... 7
2. Marktwerking........................................................................................................................................... 12
Het belang voor de managers ...................................................................................................................... 12
Vraag ............................................................................................................................................................ 12
Veelvoorkomende vraagverschuivers .......................................................................................................... 13
De vraagfunctie ............................................................................................................................................ 15
Consumentensurplus.................................................................................................................................... 15
Aanbod ......................................................................................................................................................... 15
Veelvoorkomen de aanbodverschuivers ...................................................................................................... 16
De aanbodfunctie ......................................................................................................................................... 17
Productensurplus ......................................................................................................................................... 17
Marktevenwicht ........................................................................................................................................... 17
Marktinterventies ......................................................................................................................................... 18
Comparatieve statica .................................................................................................................................... 19
HOC 2: vraaganalyse & consumentengedrag .................................................................................................. 20
Nood aan kwantitatieve vraaganalyse ............................................................................................................. 20
Kwantitatieve vraaganalyse ............................................................................................................................. 21
Wat is elasticiteit? ........................................................................................................................................ 21
Eigen prijselasticiteit .................................................................................................................................... 21
Interpretatie van (eigen prijs)elasticiteit ...................................................................................................... 22
Belang van vraagelasticiteit voor managers ................................................................................................. 22
Extreme vraagelasticiteiten .......................................................................................................................... 24
Factoren met een impact op prijselasticiteit................................................................................................ 24
Prijselasticiteit linken met marginale analyse .............................................................................................. 25
Voornaamste elasticiteiten .......................................................................................................................... 26
Kruiselingse prijselasticiteit .......................................................................................................................... 26
Inkomenselasticiteit ..................................................................................................................................... 27
Andere elasticiteiten .................................................................................................................................... 27
Elasticiteit afleiden uit lineaire vraagfunctie ................................................................................................ 28
Consumentengedrag......................................................................................................................................... 28
Belang voor managers .................................................................................................................................. 28
Consumentengedrag .................................................................................................................................... 28
, Model ........................................................................................................................................................... 29
Beperkingen ................................................................................................................................................. 30
Budgetbeperkingen ...................................................................................................................................... 30
Marktsubstitutievoet.................................................................................................................................... 31
Veranderingen in budgetbeperkingen ......................................................................................................... 31
Consumentenevenwicht .............................................................................................................................. 32
Comparatieve statica .................................................................................................................................... 33
Implicaties voor werknemers ....................................................................................................................... 36
Implicaties voor managers ........................................................................................................................... 37
Link tussen indifferentiecurves en vraagcurves ........................................................................................... 38
Irrationaliteit ..................................................................................................................................................... 38
Behavioural economics ................................................................................................................................ 38
Bounded rationality ...................................................................................................................................... 38
Satisficing...................................................................................................................................................... 39
Implicaties voor prijszetting ......................................................................................................................... 39
Implicaties voor marktwerking ..................................................................................................................... 39
Implicaties voor beleid ................................................................................................................................. 41
HOC 3: productieproces, kosten & de organisatie van het bedrijf .................................................................. 41
1. Inleiding.................................................................................................................................................... 41
Relevantie voor managers ............................................................................................................................ 41
2. Productieproces en kosten ....................................................................................................................... 42
Productiefunctie ........................................................................................................................................... 42
Korte versus langetermijnsbeslissingen ....................................................................................................... 42
Maatstaven van productiviteit ..................................................................................................................... 43
Link tussen maatstaven van productiviteit .................................................................................................. 43
De manager en het productieproces ............................................................................................................ 45
Algebraïsche productiefuncties .................................................................................................................... 45
Isokwanten ................................................................................................................................................... 46
Isokostlijnen ................................................................................................................................................. 47
Veranderingen in de isokostlijnen ................................................................................................................ 48
Isokostlijnen en isokwanten ......................................................................................................................... 48
Optimale inputsubstitutie ............................................................................................................................ 49
Kostenfunctie ............................................................................................................................................... 49
Korte termijn kosten .................................................................................................................................... 50
Gemiddelde en marginale kosten ................................................................................................................ 50
Isokosten ...................................................................................................................................................... 51
Relatie tussen kostentypes ........................................................................................................................... 51
Vaste en verzonken kosten .......................................................................................................................... 51
Lange termijn kosten .................................................................................................................................... 52
(Dis)economies of scale ................................................................................................................................ 53
Kostenfuncties voor meerdere outputs ....................................................................................................... 53
Economies of scope ...................................................................................................................................... 54
Kostencomplementariteit ............................................................................................................................ 54
3. De organisatie van het bedrijf .................................................................................................................. 54
Inputwerving ................................................................................................................................................ 54
, Spotmarkt ..................................................................................................................................................... 55
Contract ........................................................................................................................................................ 55
Verticale integratie ....................................................................................................................................... 55
Transactiekosten .......................................................................................................................................... 56
Soorten gespecialiseerde investeringen....................................................................................................... 56
Implicaties van gespecialiseerde investeringen ........................................................................................... 57
Implicaties van gespecialiseerde investeringen ........................................................................................... 57
Hold up ......................................................................................................................................................... 57
Optimale inputverwerving ........................................................................................................................... 58
Principal-agent theorie: managementcompensatie ..................................................................................... 60
Krachten die managers disciplineren ........................................................................................................... 60
Principal-agent theorie: werknemerscompensatie ...................................................................................... 61
HOC 4: Industry and market ........................................................................................................................... 61
Introduction ...................................................................................................................................................... 61
Industry ............................................................................................................................................................. 62
Market .............................................................................................................................................................. 67
Market structures ............................................................................................................................................. 68
Monopoly .......................................................................................................................................................... 69
Monopolistic competition ................................................................................................................................. 72
HOC 5: oligopoly and game theory ................................................................................................................. 74
Introduction ...................................................................................................................................................... 74
Oligopoly ........................................................................................................................................................... 75
Duopoly ............................................................................................................................................................. 76
Duopoly: airline example.............................................................................................................................. 76
Definities: ..................................................................................................................................................... 81
Cartel ................................................................................................................................................................ 81
No cartel ........................................................................................................................................................... 82
Cournot model ............................................................................................................................................. 82
Stackelberg model ........................................................................................................................................ 83
BERTRAND MODEL ....................................................................................................................................... 84
Game theory ..................................................................................................................................................... 85
Game theory: prisoner’s dilemma ................................................................................................................ 86
Potential issues............................................................................................................................................. 89
HOC 6: Public & non-profit economics ........................................................................................................... 94
Introduction ...................................................................................................................................................... 94
Non-profit organisations................................................................................................................................... 94
Three-failures theory ........................................................................................................................................ 95
Market failure ................................................................................................................................................... 96
, Govermental failure .......................................................................................................................................... 96
Non-profit failure .............................................................................................................................................. 97
HOC 7: Prijsstrategieën & de economie van informatie .................................................................................. 98
Inleiding ............................................................................................................................................................ 98
Relevantie voor managers ............................................................................................................................ 98
Productieproces en kosten ................................................................................................................................ 98
Basis prijsstrategieën .................................................................................................................................... 98
Winstmaximaliserende mark-up (monopolie) ............................................................................................. 99
Winstmaximaliserende mark-up (cournot) .................................................................................................. 99
Nog meer winst .......................................................................................................................................... 100
Consumentensurplus extraheren ............................................................................................................... 100
Prijsdiscriminatie ........................................................................................................................................ 100
Tweedelige prijsstelling .............................................................................................................................. 102
Blokprijsstelling .......................................................................................................................................... 102
Productbundeling ....................................................................................................................................... 103
Speciale kosten- en vraagstructuren .......................................................................................................... 104
Transfer pricing .......................................................................................................................................... 105
Prijszetting onder prijscompetitie .............................................................................................................. 105
De economie van informatie ........................................................................................................................... 106
Verwachte waarde ..................................................................................................................................... 106
Variantie ..................................................................................................................................................... 107
Verwachte waarde en variantie ................................................................................................................. 107
Onzekerheid en consumentengedrag ........................................................................................................ 107
Implicaties risicoaverse consumenten ....................................................................................................... 108
Zoekkosten consumenten .......................................................................................................................... 109
Onzekerheid en het management .............................................................................................................. 109
Zoekkosten producenten ........................................................................................................................... 110
Winstmaximalisatie .................................................................................................................................... 110
Onzekerheid en de markt ........................................................................................................................... 110
Adverse selectie ......................................................................................................................................... 111
Moral hazard .............................................................................................................................................. 111
Signaling ..................................................................................................................................................... 111
Screening .................................................................................................................................................... 112
Veilingen → niet kennen ............................................................................................................................ 112
De economie van platformen.......................................................................................................................... 112
Multi-sided platformen .............................................................................................................................. 112
Analyse van MSPs ....................................................................................................................................... 112
Problemen grote MSPs ............................................................................................................................... 113
Digital markets act ...................................................................................................................................... 113
Digital services act ...................................................................................................................................... 114
Gastles 1: Competition policy & digital intermediation platforms: European antitrust & the African
perspective .................................................................................................................................................. 114
South Africa: a different perspective .............................................................................................................. 114
, Intermediation via resellers ............................................................................................................................ 115
Intermediation via platforms .......................................................................................................................... 115
Platforms ........................................................................................................................................................ 116
Digital platforms ............................................................................................................................................. 117
How do digital platforms differ? ................................................................................................................ 118
Digital intermediation platforms .................................................................................................................... 118
Helping assets move to higher uses* .............................................................................................................. 119
Helping assets move to higher uses in South Africa ....................................................................................... 119
Platforms rely on reinforcing cycles ................................................................................................................ 120
Why do reinforcing cycles limit competition? ............................................................................................ 120
Multi-homing incentive is often limited .......................................................................................................... 121
Scale is important to platform competition .................................................................................................... 122
Network effects: temporal variation............................................................................................................... 122
Network effects: spatial variation .................................................................................................................. 123
Network effects: different for different products ........................................................................................... 123
Will Amazon eventually dominate e-commerce markets everywhere? ......................................................... 124
When digital prowess meets physical challenges ........................................................................................... 125
Impact on policy: sharpened merger review ................................................................................................... 125
Impact on policy: addressing abuses of dominance ....................................................................................... 125
Peering into the crystal ball? .......................................................................................................................... 126
Gastles 2: Potential competition in digital platform markets: US and European entrants vs African
monopolists? ............................................................................................................................................... 127
This evening .................................................................................................................................................... 127
Potential competition ..................................................................................................................................... 128
Potential competition and digital platforms ................................................................................................... 129
South Africa – a mix ........................................................................................................................................ 129
South Africa – familiar pics ............................................................................................................................. 130
Cars ............................................................................................................................................................. 130
MIH/WeBuyCars ......................................................................................................................................... 130
MIH/WeBuyCars creates portfolio effects ................................................................................................. 133
MIH/WeBuyCars removes FCG as entrant ................................................................................................. 133
EU digital merger review ................................................................................................................................ 134
Potential competition: the right focus for digital merger review?.................................................................. 135
Digital competition policy and broader antitrust............................................................................................ 136
General take-aways ........................................................................................................................................ 137
,Gastles 3: African exploits: Wrestling with digital platform dominance & its impact on small business ....... 138
This evening .................................................................................................................................................... 138
Exploitative abuse – what is it? ...................................................................................................................... 138
Exploitative abuse – why so limited? .............................................................................................................. 139
Exploitative abuse cases: general trends ........................................................................................................ 140
Exploitative abuse cases: digital trends .......................................................................................................... 141
Exploitative abuses in digital markets: looking at different user groups ........................................................ 141
Main challenge in exploitative abuse cases .................................................................................................... 142
Further challenges in digital exploitative cases .............................................................................................. 142
Bundeskartellamt/Facebook 2019 .................................................................................................................. 143
Past behaviour is the preferred benchmark .................................................................................................... 146
Price discrimination – SA digital examples ..................................................................................................... 146
Price discrimination – evaluating harm .......................................................................................................... 147
After three lectures ......................................................................................................................................... 147
HOC 8: platformen en investeringsanalyse ................................................................................................... 148
Multi-sided platformen ................................................................................................................................... 148
Problemen grote MSPS ................................................................................................................................... 149
Digital markets act.......................................................................................................................................... 149
Digital services act .......................................................................................................................................... 150
Inleiding .......................................................................................................................................................... 151
Relevantie voor managers .......................................................................................................................... 151
Investeringsanalyse ........................................................................................................................................ 151
Incrementele kasstromen .......................................................................................................................... 151
Verdisconteren en oprenten ...................................................................................................................... 152
Vuistregel investeringsverdubbeling .......................................................................................................... 152
Voorbeeld verdisconteren .......................................................................................................................... 153
R berekenen in een bedrijfscontext ........................................................................................................... 154
Investeringen waarderen en rangschikken ................................................................................................ 154
Net present value ....................................................................................................................................... 154
Voorbeeld NPV ........................................................................................................................................... 155
Risico en sensitiviteitsanalyse .................................................................................................................... 155
Beperkingen net present value .................................................................................................................. 156
Internal rate of return ................................................................................................................................ 157
Terugverdientijd ......................................................................................................................................... 158
Rentabiliteitsindex ...................................................................................................................................... 158
Break-even analyse .................................................................................................................................... 158
Link break-even anayse en marginale analyse ........................................................................................... 159
Sluitingsbeslissingen en break-evenprijzen ................................................................................................ 159
Overzicht complementariteit ..................................................................................................................... 160
, HOC 1: Fundamenten en marktwerking
1. Kadering van het domein
Wat is bedrijfseconomie?
Economie is de wetenschap van het maken van beslissingen onder de conditie van schaarste.
- Wat is schaarste? Het idee dat middelen niet oneindig zijn en dat daardoor mensen of
organisaties keuzes moeten maken tussen de middelen die hij of zij ter beschikking heeft.
- Welke doelen kunnen dat zijn? Winstdoel (winst maximalisatie), non profit,..
Bedrijfsmanagers richten zich op het beheren van middelen om bepaalde doelen te bereiken
DUS: Bedrijfseconomie is de studie van het efficiënt inzetten van schaarse middelen om
organisatiedoelen te bereiken.
Insteek: het begrip van economische principes is cruciaal voor de effectieve besluitvorming met oog
op doel van het bedrijf, met name winstmaximalisatie en waardevergroting
- Bv. Keuzes over productprijzen, kwaliteit, productiehoeveelheden, HR, etc.
- Bv. Omgaan met acties van concurrerende bedrijven (bv: nieuwe bedrijven die toetreden tot
de markt)
- Bv. Projectevaluatie (Kosten en baten)
- Bv. Marktanalyse
- Bv. Inzetten van technologie
- Bv. Internationaliseringsbeslissingen
Belangrijke concepten voor managers
1. Doelen en beperkingen
Men heeft belang bij het definiëren van duidelijke doelen: welke doelen zijn dit? Hoe gaan we
maximaliseren, wat willen wij maximaliseren,..
Het heeft een grote impact op beslissingen en de modellen die nuttig zijn om in het bedrijf mee om
te gaan. (Bij profit bedrijven: winst, non profit bedrijven: sociale impact, het leveren van goeie
diensten (als het gaat om publieke dienstverlening))
Beperkingen zorgen aan nood voor keuzes (schaarste)
- Bv. Budget
- Bv. Beschikbare technologie
- Bv. 24u in één dag = je werkt hopelijk niet 24 uur in een dag
Verschillende departementen in één organisatie kunnen verschillende doelen hebben
