I contrast the theoretical foundation of profit maximization of Mas-Colell, Whinston and Green\'s \"Microeconomics\" against that provided by Scitovsky in a paper of 1943. Whereas Mas-Colell, Whinston and Green try to show that profit maximization can be derived from utility maximization, Scitovsky categorically states the contrary view. I argue, first, that the foundation provided by Mas-Colell, Whinston and Green is not sound and, secondly, that Scitovsky\'s line of reasoning opens a better way to model bussiness behavior.
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Paper provided by Universidad del País Vasco - Departamento de Fundamentos del Análisis Económico I in its series IKERLANAK with number
200520.
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