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Your textbook states that, in the long run, representative firms in monopolistically competitive markets will just...

Your textbook states that, in the long run, representative firms in monopolistically competitive markets will just break even --- that is, earn zero economic profits. Yet some firms in highly competitive markets manage to continue to earn economic profits indefinitely. For example, perfumes, cosmetics, and hair care firm L’Oreal, in business since 1907, remains highly profitable today, despite competing in fiercely competitive product categories. How has L’Oreal managed to stay profitable for so long (clue: they have a research and development staff of over 1000 people)

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Some companies like hair care firm L’Oreal continue to remain profitable despite competing in fiercely competitive product categories for so long because they have been able to maintain their brand value for all the years. Their selling and marketing cost is also high which creates product differentiation for their product and differentiate their product from other similar firms in the market. Also the company spends huge amount of money on research and development. These factors lead to super normal profits for the firm in the long run despite the firm being in monopolistic competition.

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