marketing in an attempt to block the new oil from forward
markets. As a result, nonintegrated crude producers were forced to
integrate into refining and marketing in order to have outlets for
their oil. Kahn and deChazeau sum up the historical record of
vertical integration by stating:
All it
really says is that companies have sought managerial control over
their raw material supplies and product distribution because they
wanted the greater assurances that financial control brings.
Attempts to supply narrower and more precise interpretations
invariably lack conviction.
Thus, in
the early period of the industry, vertical integration served as a
means of introducing stability into the raw materials markets.
Vertical
integration, per se, does not create monopoly power. However, in
situations where integration encompasses a market where such power
exists, vertical integration can serve a means by which this power
can be used to affect events at other markets within the integrated
operation. It has been alleged that because institutional features
have made crude oil production relatively more profitable than
other stages, integrated firms have been able to establish a
vertical price squeeze on nonintegrated rivals.
Professor
Alfred Kahn, a long time student of the economics of petroleum,
argues that nonintegrated refiners have been subject to the type of
price squeeze indicated above. An independent refiner buys crude
oil inputs in a market where price has been held above marginal
costs because of government sponsored controls over supply and
sells his output, gasoline in a relatively competitive market. The
price at which crude oil can be obtained in the market is a crucial
matter to the independent refiner but the price to the integrated
firm represents only a transfer price. The high crude prices create
a squeeze on the independents' margin but have no real effect on
the operation of the integrated firm. The only effect in the
integrated firm is that more of its profits will occur at the crude
level than at other stages. In this situation, independent firms
are likely to integrate backwards into crude production in order to
(1) ensure adequate crude supplies and (2) eliminate their
susceptibility to any price squeeze.
SUMMARY
The
structural characteristics of a market, especially the level of
seller concentration and entry conditions, provide a partial guide
to evaluating the state of competition in a market. Defining the
relevant market for such an analysis is not an easy task.
Substantial variations in the degree of interfuel substitutability
exist among the various end uses of energy. In the case of electric
utilities, fossil fuels and nuclear energy are substitutable and
thus indicate that an energy market exists. In many other end uses
direct substitution is significantly less but