Analysis of a Firm's Optimal Size Based on Accessible Market Capacity

E-commerce has dramatically reduced the limitation of space and time on economic activities,resulting in individuals having access to a huge number of consumers.In this paper,we propose a company's optimal size decision model containing management costs as a means of investigating the evolution of the company size in e-commerce.Given that production decisions are made based on accessible market capacity,we explain how a company enters the market,and we draw an evolutionary path of the optimal company size.The results show that in the early expansion stage of accessible market capacity,a firm's optimal size keeps increasing;after reaching a peak,the change in a firm's optimal size depends on its cost management.When the accessible market capacity reaches a threshold,the firm will no longer be in the market,and may no longer exist.Finally,we construct a simulation framework based on complex adaptive systems to validate our proposed model.A simulation experiment confirms our model and reveals the dynamic co-evolution process of individual producers and firms.