“…However, most existing research hard-wires the sign of the relationship between the price elasticity of demand and sales, and thus implies "pro-competitive" effects of trade: reduced markups of incumbents as a result of more foreign entry (and thus lower incumbent market shares). This is the case with standard preferences and market structures such as CES with oligopoly (Atkeson and Burstein (2008), Edmond et al (2015)), Linear Demand (Melitz and Ottaviano (2008)), Logit demand (Fajgelbaum et al (2011)), Constant Absolute Risk Aversion, or CARA, preferences (Behrens andMurata (2007), Behrens andMurata (2012)), and Almost Ideal Demand/Translog preferences (Feenstra and Weinstein (2017)). In contrast, our new framework based on the S-branch utility tree allows us to directly test, instead of impose, how markups move with quantities sold.…”