Eva runs a small bakery in the village of Roggerli. She is debating whether she should
extend her hours of operation. Eva figures that her sales revenue will depend on the
number of hours the bakery is open as shown in the table above. She would have to hire
a worker for those hours at a wage rate of $12 per hour. What is Eva’s marginal cost if
she decides to stay open for two hours instead of one hour?
A) $12
B) $24
C) $36
D) $71
Figure 14-4
Rainbow Writer (RW) is a
small online company selling a highly rated software package for printing color labels
directly onto CDs. The firm currently earns a profit of $2 million per year selling its
package exclusively on its Web site. Odeon, the producer of the most popular software
package for editing and burning CDs and DVDs, has expressed interest in bundling
Rainbow Writer’s product into its own package. Odeon expects that bundling would
further boost its sales and allow it to sell the new bundled product at a higher price, thus
raising its profits beyond its current profit of $12 million. Figure 14-4 shows the
decision tree for the Rainbow Writer-Odeon bargaining game.
In a real world situation involving Rainbow Writer and Odeon, what scenario below
might permit Rainbow Writer to rationally refuse an offer from Odeon of $40 per copy
of the software package?