The Rise of the Superstars: Uncovering the Composition Effect of International Trade That Cements the Dominant Position of Big Businesses

Abstract

International markets are extremely polarised, with a few big superstar businesses operating alongside numerous small competitors, and globalisation has been highlighted as a powerful force behind the superstars’ increasingly dominant presence. The empirical literature has established that superstars are more efficient compared to their smaller counterparts, and, unlike them, they exhibit strategic behaviour. Building on this evidence, we develop a model to examine how an initial productivity advantage allows a select few firms to expand, via innovation, to the extent that it becomes optimal to adopt strategic behaviour, and show how polarised markets emerge endogenously as the unique subgame perfect equilibrium in pure strategies. We then introduce international trade and show that, in polarised markets, trade liberalisation puts into motion a novel composition effect, reallocating market share from smaller to larger rivals and raising large firms’ profits. This effect suppresses the pro-competitive welfare gains from trade and cements the dominant position of big businesses, who come out as the big winners of globalisation. We find that, although trade increases welfare, by reducing average markup and markup heterogeneity, in the presence of a handful of large powerful firms, welfare gains are severely diminished, and subsidising smaller enterprises may turn out to be welfare-enhancing.