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The Storyteller of Markets
"Markets and governments have an uneasy relationship,"
writes John McMillan in his new book, Reinventing The Bazaar.
"Markets coordinate the economy better than any centralized
alternative; governments sometimes distort and even destroy markets.
But help from the government is essential if the economy is to reach
its full potential."
That is as succinct a statement of what economists
and others have learned these past fifty years as it is possible
to imagine. A vast shift in political philosophy has taken place
around the world as a result.
Some day, someone will write a political history
about our times comparable to, say, R. R. Palmer's Age of Democratic
Revolutions. The twin volumes of that fine book appeared in
1959. They put into historical perspective the transforming egalitarian
movement that had swept out of the American colonies and France
to the farthest corners of the earth, starting in the last quarter
of the 18th century.
The new book would treat the alike the rise of global
markets and the fall of communism in the 20th century. Students
will study it in schools. It will all seem very long ago.
But in the meantime, for those who want to know how
these things work in the 21st century, there is Reinventing the
Bazaar. McMillan's tour of markets has been described as "something
akin to a nature walk," but more often it resembles a city
walkabout, since the complexity is man-made.
There definitely is an ecological flavor to his account,
however. His overriding point is that markets spontaneously evolve
as human institutions. Hence his subtitle: "A natural history."
People try all the time to explain these things.
Some pretty good efforts have emerged over the years. Milton Friedman
wrote Capitalism and Freedom in 1962. How the West Grew
Rich, by Nathan Rosenberg and L. E. Birdzell, Jr., appeared
in 1986.
Reinventing the Bazaar brings the story up
to date covering the deeper understandings of how markets work and
fail to work that have emerged in recent years. This new knowledge
has stemmed both from the rise of new technologies in the industrial
democracies and from the failure of the centrally planned-nations
to produce comparable results.
A Stanford University economist of considerable distinction,
McMillan takes the position of a dispassionate engineer of human
institutions. He rejects "quasi-religious views" of markets,
both right and left.
The market is not an end in itself, he says, "but
an imperfect means to raise living standards." It is entirely
possible to love justice and still appreciate markets' effectiveness.
He quotes F.A. Hayek: a market system is that in which "bad
men can do least harm."
Two dominating ironies characterize the political
arguments of the last hundred years, he says. "Those on the
far left of the political spectrum, who abhor poverty, espouse policies
that would entrench it. The fervent proponents of laissez-faire,
who esteem markets, advocate a system that would trigger their collapse."
For the fact is that markets work only when they
are well structured by governments. According to McMillan, this
is one of the central lessons of the last fifty years. He describes
five necessary features for any well-functioning market.
Information must flow smoothly, property rights must
be protected, people can be trusted to live up to their promises,
side effects on third parties are curtailed, and competition is
fostered.
He makes a nice distinction between a marketplace
and the market. A marketplace, physical or cyberspace,
is a specific venue where trades take place. The market is
an abstraction, an overall system composed of many interdependent
markets.
Many -- in fact, most -- transactions in society
have nothing to do with markets, he acknowledges. They occur among
members of families, in government activities, within big firms,
in churches and all manner of voluntary associations. They are mediated
by different rules.
So why do we refer to our system as a market economy?
Because, McMillan says, the market provides the context for all
the rest. The tradition of individual decision-making and voluntary
exchange is the overall key, he says, and shapes the rest.
(Yes, McMillan is a child of his times. There is
no chapter in his book on community or duty or tribes. The once-fashionable
and still highly descriptive phrase "mixed economy" doesn't
appear. But these are matters yet to come. McMillan's topic is markets,
not society. )
But about markets, he is supremely knowledgeable.
A native of New Zealand, a theorist by training, he decided long
ago that the best way to learn about foreign lands was to teach
in them. There followed stints of various durations in Japan, Australia,
Taiwan, India, Germany, the Netherlands, France and Canada.
Three years ago Stanford University's Graduate School
of Business hired him away from the University of California at
San Diego.
In 1995, he joined Market Design Inc., a well-known
economic consulting firm, as a principal, and now, vice president
(http://www.market-design.com).
The specialties of the house tell the story: market design, auction
design, bidding strategy, spectrum auctions, electricity auctions,
package bidding, combinatorial bidding, telecommunications policy,
power exchanges, independent system operators, e-commerce, initial
public offerings, deregulation, restructuring, divestiture, privatization.
Chapters of Reinventing the Bazaar illustrate
each of successful markets' five crucial struts. Signaling mechanisms
are described: reputations are costly to create and must be defended.
Patent policy is dissected: intellectual property must be protected,
but not rendered too secure. Property rights are discussed from
every angle: when Vietnam's chronically broken trucks are denationalized
in the early 1990s, suddenly they work ("When You Work for
Yourself.").
The ill-effects of modern times -- pollution, congestion,
overfishing and the like -- are shown to be capable of mitigation
through the use of markets, trading, for example, in permits to
add a certain volume of pollution to the air. A chapter on corruption
is illuminating, particularly in describing the Dango negotiation
system in Japan, whereby companies get together to rig bids
The emphasis on the hand-and-gloveness of markets
and government is maintained throughout. An especially illuminating
chapter compares the difficulties of "privatization" in
Russia with the successes of "growing out of the plan"
in China. Incomes plummeted in the former Soviet Union; but China
had world record growth for twenty years.
Why the difference? China remained a dictatorship
while Russia became democratic. But McMillan says that the real
contrast had to do with shock therapy vs. gradualism. Russia tried
to create a strong state overnight and failed. China experimented
extensively and stuck with the experiments that worked.
The same shrewd sensibility is trained on very nearly
every interesting problem. And always there are visits to markets:
the great daily Dutch auction of flowers in Alsmeer; the New York
Stock Exchange; the Marrakech bazaar; behind the scenes at E-Bay;
a baseball draft; the Tsukiji fish market in Tokyo; an electromagnetic
spectrum auction in a Washington hotel; the botched deregulation
of electricity in Sacramento, California.
Guidebooks don't get any better than this. Reinventing
the Bazaar is the equivalent of a textbook without diagrams,
a storybook with just enough numbers to make it really persuasive.
If the book has a shortcoming, it is that it is a little sketchy
on the details of where the new ideas came from. But then I would
think that. Relating these developments is one of the things that
my fellow economic journalists and I do.
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