Cameron K. Murray and Brendan Markey-Towler, School of Economics Discussion Paper No. 497 January 2014, School of Economics, The University of Queensland. Australia.

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We introduce a theory of return-seeking firms to study the differences between this and standard profit-maximising models. In a competitive market return-maximising firms minimise average total costs leading to output choices independent of price movements. We investigate the poten- tial for mark-ups over cost under both competitive and non-competitive market structures and characterise output and input choices under both, amongst a series of other interesting results. We also extend the model in the case of discrete output and input space and show what conditions are required of demand shifts for firms to modify their production plan.