“…Making the firm's payoff, Π ( x , α ) an increasing function of output via the component G ( x ) is compatible with the notion that the firm's objective increases with consumer surplus or social welfare (cf., Goering, , ; Kopel & Brand, ; Kopel, Lamantia, & Szidarovszky, ; Lambertini, Palestini, & Tampieri, ; Matsumura & Ogawa, ; Planer‐Friedrich & Sahm, ; Willner, ). In this case, and assuming linear demand, G xx > 0 would hold .…”