Meet the economists who are making markets work better
Nov 24th 2012 | from the print edition
ON THE face of it, economics has had a dreadful decade: it offered no
prediction of the subprime or euro crises, and only bitter arguments
over how to solve them. But alongside these failures, a small group of
the world’s top microeconomists are quietly revolutionising the
discipline. Working for big technology firms such as Google, Microsoft
and eBay, they are changing the way business decisions are made and
markets work.
Take, for example, the challenge of keeping costs down. An important
input for a company like Yahoo! is internet bandwidth, which is bought
at group level and distributed via an internal market. Demand for
bandwidth is quite lumpy, with peaks and troughs at different times of
the day. This creates a problem: because spikes in demand must be met,
firms run with costly spare capacity much of the time.