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ROUTLEDGE LIBRARY EDITIONS:
INDUSTRIAL ECONOMICS
Volume 6
assisted by
C. R. M. HARVEY
First published in 1970 by George Allen and Unwin Ltd
This edition first published in 2018
by Routledge
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© 1970 George Allen and Unwin Ltd.
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EXPORT PERFORMANCE
AND THE
PRESSURE OF DEMAND
A STUDY OF FIRMS
by
R. A. Cooper
and
K. Hartley
assisted by
C. R. M. Harvey
London
GEORGE ALLEN AND UNWIN LTD
FIRST PUBLISHED IN 1970
ISBN 0 04 382010 7
The contents can be divided into two parts. In the first, consisting
of Chapters 1-5, there is a general methodological analysis of the
pressure hypothesis. A simple statement of the pressure hypothesis
is presented (Chapter 1) together with the results of previous empiri-
cal work in the field (Chapter 2). The methodology of the survey,
with its emphasis on both questionnaire and econometric evidence
is described (Chapter 3) and this is followed by a theoretical analysis
of the predicted relationship between domestic demand and exports
at the firm level and the associated implications for such variables
as pricing, profitability and queuing (Chapter 4). The problems of
constructing satisfactory econometric tests of the pressure hypothesis
at the firm and industry level are also discussed (Chapter 5). The
second part of the study, comprising Chapters 6-10, presents the
results of our industry- and firm-level studies of the pressure
hypothesis and the related export behaviour of these units. These
chapters generally include an outline of each industry's export
performance and of any factors which might be relevant for the
pressure hypothesis, together with sections presenting the question-
naire and econometric results. Each interview and questionnaire
section provides qualitative evidence not only on the pressure
hypothesis but also on a variety of related aspects of the export
behaviour of firms: a copy of the questionnaire which formed the
basis for this section is contained in Appendix A. The econometric
sections are solely concerned with presenting quantitative evidence
on the pressure hypothesis for industries and, where possible, firms.
The industry chapters are of varying length and detail, a feature
which reflects our individual interests, the availability of data and
the lack of funds! Finally, a concluding chapter summarizes some of
the major points from the study and suggests possibilities both for
future research and for public policy.
Throughout the study, which began in mid-1965, we have been
fortunate in the advice and assistance we received from sources too
numerous to identify. We are especially grateful to the Houblon-
Norman Fund, Bank of England, for a research grant for the period
1965-6 which supported one full-time research assistant and other
expenses. Continuing support was received from both Professors
Jack Wiseman and Alan Peacock who kindly provided research
facilities at the Institute of Social and Economic Research and within
PREFACE 9
the Economics Department. Charles Harvey's major contribution,
not only during his one-year, full-time appointment as research
assistant on the project (1965-6) but also on a voluntary part-time
basis in the subsequent year, merits his inclusion as a co-author.
Computational advice and assistance were provided by Miss J. M.
Crush, Mrs E. M. Sutcliffe and Mr C. Cross. We also greatly
benefited from the Institute Workshop, the Departmental Seminar
and from the comments of many of our colleagues.
We owe a special debt of gratitude to those businessmen who
freely gave of their time and enthusiasm and who, but for our
promise of confidentiality, we should be delighted to thank publicly.
We must also express our appreciation to each of the industry trade
associations for their kindness, tolerance and substantial resource
commitments, without which our project would have been much
more limited. Here, we wish to thank particularly Messrs S. H.
Jerrett, British Pottery Manufacturers' Federation; H. M. Palin
and P. R. T. Sheen of the British Cycle and Motor Cycle Industries
Association; J. G. Orr of the Business Equipment Trade Association;
C. G. E. Parrott, British Electrical and Allied Manufacturers'
Association. We alone remain responsible for all errors.
R. A. C.
K. H.
September 1969
CONTENTS
PREFACE page 7
1 Introduction 13
11 Conclusion 235
Results
APPENDIX A: Questionnaire Proforma and Interview Data 243
APPENDIX B: Appendices to Chapter 7 264
INDEX 270
Chapter 1
INTRODUCTION
This study is concerned with some of the factors affecting the export
performance of firms in a limited number of industries during the
period 1958-66. In its original form, the study was designed to test
at the level of the firm and industry the hypothesis that, in the short
run, variations in exports are a function ofthe pressure of domestic
demand. Although the testing of the pressure hypothesis remains
the central part, the project was subsequently enlarged in order to
obtain additional and related information on the factors affecting
the export performance and behaviour of firms. The restricted
industry coverage inevitably limits the general macroeconomic
implications and applicability of the results. However, it is felt that
even a limited project can be justified by the emphasis of public
policy on the balance of payments and by the general lack of
detailed investigations into the export performance of firms and
industries. 1 In this general introductory chapter, we place our work
in its macroeconomic context by presenting a brief review of the
U.K. balance of payments position and some of the hypotheses
which have been suggested as explanations of the economy's export
performance.
In the post-war period, the U.K. has experienced a series of balance
of payments crises, with their consequent implications for the foreign
exchange price of sterling, the gold and dollar reserves and the
pressure of domestic demand. These crises generally emerge when
government decision-makers simultaneously attempt to pursue a
variety of conflicting policy objectives concerned with the level of
1 See, e.g. J. M. McGeehan, 'Competitiveness: A Survey of Recent Literature'
(including bibliography), Economic Journal, June 1968; also, S. J. Wells, British
Export Performance, Cambridge: Cambridge University Press, 1964.
14 EXPORT PERFORMANCE AND THE PRESSURE OF DEMAND
employment, internal price stability, economic growth and the
balance of payments. Ideally, any assessment of public policy requires
a specific statement of policy objectives and the valuation which
policy-makers place on particular objectives so as to provide evidence
of their preference function or 'trade-off' pattern in situations where
there are conflicting objectives. A classic example of a conflict in
policy objectives arises when a government attempts to expand
aggregate demand in order to reduce unemployment. Eventually,
such a policy conflicts with price stability and balance of payments
objectives. Given the marginal propensity to import, the expansion
of aggregate demand will increase imports. In addition, if, as internal
prices begin to rise more rapidly, they rise at a faster rate than the
rate of increase of prices for the U.K.'s foreign competitors, then
with a given exchange rate, exports will tend to become less com-
petitive and imports more competitive, so that a balance of payments
deficit on current account will eventually result. In order to eliminate
such a deficit, a government has usually two basic policy alternatives:
first, it can vary the external price level, namely the exchange rate,
with the aim of reducing the size and/or duration of any domestic
deflation required to obtain a given improvement in the balance of
payments position. However, if, as seems to have been the case in
the U.K. during the post-war period, the maintenance of the
prevailing exchange rate is sometimes regarded as a prior objective
of policy, 1 then a constraint is imposed on the choice of policy
solutions to eliminate the deficit. With such a constraint, it becomes
necessary to resort to the alternative possibility of changing the
internal price level by reducing its rate of increase in an attempt
to bring the U.K.'s domestic costs and prices into line with those of
its major foreign competitors. Traditionally, and in the short run,
such a result has been achieved by reducing or deflating the pressure
of domestic demand in the economy. Deflation is not, of course, a
costless process: it tends to achieve external balance at the expense
of the domestic economy and the associated internal policy objectives.
For example, unemployment is increased and there is also a belief
1 See, e.g. The Committee on the Working of the Monetary System, Cmnd.
827, 1959, p. 19. The exchange rate was, of course, changed in November 1967:
this devaluation, however, occurred outside the period covered by our study,
1958-66.
INTRODUCTION 15
that deflation adversely affects growth in the economy. Although the
economists' models of growth are far from satisfactory, one hypo-
thesis which has been formulated suggests that the incentive to invest
and innovate and hence the growth of capacity is a function of the
pressure of demand and entrepreneurs' expectations about future
demand. 1 Whilst it is difficult to formulate a satisfactory test of such
a hypothesis, it has been used to provide a plausible series of relation-
ships between the balance of payments, domestic demand and growth.
From the international comparisons of these relationships, it seems
that for advanced industrial countries involved in foreign trade
'there appears to be no substitute for rapidly rising exports as a
means of ensuring confidence in longer-run demand prospects'. 2
In the U.K., it is frequently suggested that one of the basic problems
has been that government-induced expansions in demand have
tended to stimulate any increases in aggregate demand: this contrasts
with some of the rapid growth economies in which export demand,
especially for manufactures, appears to have stimulated expansions
in aggregate demand.
The fact that deflation is not a costless process has resulted in the
formulation of long-run public policy measures designed to achieve
a relative improvement in the international competitiveness of the
U.K. economy. In recent years, examples of such domestic policy
measures have included the work of the Prices and Incomes Board,
the Industrial Reorganization Corporation and the National
Economic Development Council, together with such fiscal measures
as the Selective Employment Tax and the associated Regional
Employment Premium. In the case of both regional and prices and
incomes policies, the measures were aimed at changing the traditional
relationship between unemployment in the economy and the annual
rate of change of domestic costs and prices. 3
In the context of the objectives of policy, the relationship between
the pressure of domestic demand and growth partially explains the
1 See W. Beckerman, The British Economy in 1975, Cambridge: Cambridge
University Press, 1965 (p. 45).
2 Ibid., p. 56.
3 These are policies which have been presented as means of achieving a leftward
shift in the Phillips' Curve. This curve shows that the lower the rate of unemploy-
ment in the economy, the greater the annual rate of increase in money wage
rates.
16 EXPORT PERFORMANCE AND THE PRESSURE OF DEMAND
B
18 EXPORT PERFORMANCE AND THE PRESSURE OF DEMAND
standardization. 1 Whilst our study does not include a detailed
analysis of prices, costs and profitability, we shall provide some
limited evidence on such relevant variables as the objectives of a
firm's export policy, the pricing and allocative policies of exporters
and their views on the profitability of exports in relation to home
sales.
The commodity and geographical composition of the U.K.'s
exports provides another possible explanation of its declining share
in world trade. However, the available evidence suggests that 'our
commodity pattern has not, on balance, been a significantly adverse
factor, but our regional pattern has been to a moderate extent.
However, when both factors are taken together, their total effect
seems to have been small.' 2 It is possible that the data used to test
this hypothesis have been inadequate and that a more satisfactory
test needs to be undertaken at a greater degree of disaggregation:
we shall present the results of a limited test which was undertaken
for one of the industries in our study. 3
The pressure of domestic demand has been proposed as a further
possible explanation of the U.K.'s declining share. 4 In this form,
as an explanation of falling export share over time, it is a long-run
explanation and one which is frequently concerned with the relation-
ship between relatively high demand pressure and the relatively rapid
rate of increase of domestic costs and prices, with consequent adverse
effects on the U.K.'s share in world trade. The present study differs,
in that the pressure of domestic demand is considered in relation to
short-run variations around the long-run declining trend value of
the U.K.'s share in world trade. Similarly, where the level of exports
TABLE 1.1. The U.K. Balance of Trade and the Unemployment Rate, 1958-66
Item 1958 1959 1960 1961 1962 1963 1964 1965 1966
£million
Imports (f.o.b.) 3,378 3,640 4,141 4,045 4,098 4,370 5,016 5,065 5,262
Exports (f.o.b.) 3,407 3,522 3,733 3,892 3,994 4,287 4,471 4,784 5,110
Visible balance 29 -118 -408 -153 -104 -83 -545 -281 -152
U.K. share of
world trade in
manufacture(%) 17·8 17·3 15·9 15·7 15·1 14·9 13·7 13·3 13·1
Unemployment
rate(%) 2·0 1·9 1·4 1·2 1·8 2·1 1·4 1·2 1-1
1 Due to the second relation (2.1) between X(t) and C(t), the error term in
1.1 will be positively correlated with C(t). This has the consequence that the
estimate of y will not be unbiased and the bias under normal conditions would
be upwards.
MACROECONOMIC STUDIES OF THE PRESSURE HYPOTHESIS 27
from which can be derived a relation involving the U.K. share of
world trade. The first equation of their model, relating to export
determination, is
(1.2)
X(t) is an index of U.K. exports. As before, M(t) is an index of world
imports which stands proxy for 'overseas demand'. U(t) is an index
of unutilized resources, inversely related to the level of capacity
utilization and the final term is an exponential trend. Their second
equation, expressing the determination of unutilized resources in
terms of export demand and output for the home market, H(t), is
(2.2)
log (X(t))
M(t)
= f!_ + (l-ct)slog U(t)+other terms.
ct etA.
The coefficient oflog U(t) would be positive if ct< 1 and s =F 0 even if
fJ = 0. A positive correlation between the share of U.K. exports and
unutilized capacity could therefore be exhibited even where there is
no real marginal effect on exports due to the pressure of home
demand.
In the Ball study, the assumption is made that the parameter ct
in Equation 1.2 is unity in which case the source of bias discussed in
the last paragraph does not arise. This is equivalent to the assumption
that the demand elasticity of U.K. exports with respect to world
28 EXPORT PERFORMANCE AND THE PRESSURE OF DEMAND
trade is unity. On the basis of this assumption they set up a model
in which the share is a dependent variable: