1. Introduction 2. Supply and demand Part I: Where does supply come from? 3. From technology to costs 4. Supply by price-taking firms Part II: Where does demand come from? 5. Consumer choice 6. Demand curves and elasticities Part III: Efficiency and equity in a competitive market 7. Efficiency in partial equilibrium 8. Efficiency in general equilibrium Part IV: Imperfect competition 9. Monopoly and monopolistic competition 10. Oligopoly 11. Games and strategies 12. Price discrimination Part V: Market failures 13. Externalities 14. Asymmetric information Part VI: Applications 15. Labor supply and demand 16. Uncertainty 17. International trade 18. Topics and digital markets 19. Mathematical appendix
Biography
Richard Friberg is the Jacob Wallenberg Professor of Economics at the Stockholm School of Economics, Sweden.
“This book will be equally adored by two types of people: the teacher who loves teaching real economics, and the student who is curious about how real economics will help them understand the world. Everything is laid out in gorgeous clarity, waiting to be discovered.”
Dave Donaldson, Class of 1949 Professor of Economics, MIT, US
“Do we really need another introductory microeconomics textbook? Absolutely, if properly done! This gem is a fantastic addition to the world of microeconomics resources. It’s crystal-clear, refreshingly free of jargon, and strikes the perfect balance: simple enough to grasp, yet never simplistic. It delivers the core intuition of each topic in plain language, but then takes it up a notch with basic calculus to explain concepts like a true professional. Plus, it’s packed with engaging YouTube videos that walk you through derivations step-by-step, making you feel like you’re in a one-on-one class. And the cherry on top? It dives into exciting modern topics like digitization and platform markets. Whether you’re diving into micro for the first time, studying on your own, or looking for a solid reference book, this is the one to get!”
Christos Genakos, Professor of Economics and Policy, Cambridge Judge Business School, University of Cambridge, UK
