William Germano served as the vice president and publishing director at the Routledge publishing company. He once gave the following description of how a publisher might deal with an unexpected increase in the cost of publishing a book:
It’s often asked why the publisher can’t simply raise the price [if costs increase] It’s likely that the editor [is already] charging as much as the market will bear. In other words, you might be willing to pay $50.00 for a book on the Brooklyn Bridge, but if production costs [increase] by 25 percent, you might think$62.50 is too much to pay, though that would be what the publisher needs to charge. And indeed the publisher may determine that $50.00 is this book’s ceiling—the most you would pay before deciding to rent a movie instead.
According to what you have learned in this chapter, how do firms adjust the price of a good when there is an increase in cost? Use a graph to illustrate your answer.
William Germano served as the vice president and publishing director at the Routledge publishing company. He once gave the following description of how a publisher might deal with an unexpected increase in the cost of publishing a book:
It’s often asked why the publisher can’t simply raise the price [if costs increase] It’s likely that the editor [is already] charging as much as the market will bear. In other words, you might be willing to pay$50.00 for a book on the Brooklyn Bridge, but if production costs [increase] by 25 percent, you might think $62.50 is too much to pay, though that would be what the publisher needs to charge. And indeed the publisher may determine that$50.00 is this book’s ceiling—the most you would pay before deciding to rent a movie instead.
According to what you have learned in this chapter, how do firms adjust the price of a good when there is an increase in cost? Use a graph to illustrate your answer.