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Kuzco runs a company that is part of a perfectly competitive market. He is thinking about...

Kuzco runs a company that is part of a perfectly competitive market. He is thinking about decreasing his prices, hoping it will increase his profits in the long run. Knowing you have taken an economics course, he asks you for advice. What should you tell him? Briefly explain your answer.

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According to the standard economic principles, in a perfectly competitive market, in the long run, there are indeed optimal firms in the market such that the total supply equals the total demand and the firms will get to earn normal profit or zero profit. Therefore according to it, firm in a perfect competition cannot earn normal profit all in al. Therefore, the advice is that he should go at market rates to sustain in perfect competition market.

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