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Monopolistic competition and mass consumption
In these highly concentrated industries the coordination of supply and demand typically takes the form of 'monopolistic competition' on the supply side and mass consumption on the demand side.
'Monopolistic competition' describes the way in which large, modern corporations use their market power to transform a basic good into a 'branded' product that is differentiated by advert- ising and marketing from others within a given sector (Chamberlain 1933).
In 'monopolistic competition' each producer tries to create and defend a monopoly of their own brand niche - that is, a uniquely defined segment that is relatively secure from encroachment by competitors (White 1981).
Aside from the tendency of successful enterprises to remain dominant, there are other reasons to think that monopolistic competition might be the typical product market structure throughout capitalist economies.
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