produce or sell, and what prices to charge. Their efforts in terms of assets, sales and profits, or
the number of customers, employees, and investors, or whether they operate in local, regional,
national, or international markets, are not limited in any natural way.
In the nineteenth century even capitalism's defenders did not understand its nature. It was
believed that the perfect economic system was that of «pure» competition, where all firms are
small scale, products in each industry are homogeneous, buyers are perfectly informed about
what is for sale and at what price, and all sellers have to «take» the market price, being unable
to charge a higher one for their goods.
In practice, though, there is no such thing as pure competition. Under real competition within
capitalism companies are rivals for sales and profits. This leads them to introduce cost-cutting
technologies, to innovate in product design and performance, and to use packaging to make
products more attractive for customers. Companies also offer assurances of security to
imperfectly informed consumers, such as money-back guarantees or product warranties. They
also build customer loyalty through investing in their brand names and reputations.
If a company is successful in adopting these techniques of rivalry, it is growing, and eventually
may come to dominate its industry, though usually only for a few years until other firms find
better ways of satisfying consumer demands. Neither rivalry nor product differentiation occurs
under perfect competition, but they happen constantly under real flesh-and-blood capitalism.
These rivalry and product differentiation account for the major benefits of capitalism, where
luxuries are quickly transformed into necessities. Quite recently, microwave ovens,
videocassette recorders, answering machines, personal computers, sophisticated cameras, and
compact disc players were available to only a few. Now lots of people can afford those.
Giant corporations are the main feature of modern capitalism. They attract capital from
thousands and even millions of investors who may not know each other, but who entrust their
money to managers in exchange for a share of the resulting profits. So, investment and
management have become two distinct elements of modern capitalism, and giant corporations
have become a good proof of the ability of individuals to engage in large-scale, long-range
cooperation for their mutual benefit and enrichment.
A fully free economy, though, never has existed, as governmental authorities have always been
playing a more or less active, interventionist role in regulating national economies.
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