the concept of predatory pricing lacks logical consistency. His idea is that, in addition to the prey, the predator too suffers from predatory pricing. If the prey resists predation and remains active, then the predator eventually will give up its efforts. Anticipating this outcome, the prey is indeed better off by resisting predatory efforts. Anticipating this outcome, in turn, the alleged predator is better off by refraining from its predatory strategy. Even if the alleged prey were short of cash, it could always borrow from a bank with the (correct) promise that its losses are only temporary. Further, supposing the predation were successful in inducing exit, if the predator subsequently raised prices to enjoy the fruits of its victory, new entry could be attracted, and the problem starts all over. Milgrom and Roberts (1982a), as well as Kreps and Wilson (1982), provide a novel perspective on the issue. Methodologically, this perspective is based on the concept of reputation developed by Kreps, Milgrom, Roberts and Wilson (1982), where reputation is understood as the Bayesian posterior that uninformed agents (e.g., an entrant) hold about the type of an informed agent (e.g., an incumbent). Suppose that, with some small probability, an incumbent may be "irrational" to the point of always fighting entry (even if this is not a profit maximizing reaction to entry). In this context, by repeatedly fighting rivals with low prices, a predator increases its reputation for "toughness"; and thus encourages exit and discourages future entry. If Kreps, Milgrom, Roberts and Wilson (1982) effectively created a novel economic theory of reputation, Milgrom and Roberts (1982a), as well as Kreps and Wilson (1982), provided a first application to an outstanding issue of central importance in industrial organization theory and policy (predatory pricing). Appendix A in Milgrom and Roberts (1982a) proposes an alternative theory for equilibrium predatory pricing, that is, an alternative response to McGee's (1958) Chicago school criticism. In this appendix, Milgrom and Roberts examine an infinite horizon version of Selten's chain-store model (with complete information) and demonstrate the existence of an equilibrium where any attempted entry is met by predation — and thus entry does not take place in equilibrium. Returning to the issue of information asymmetry between incumbent and entrant, Milgrom and Roberts (1982b) consider the alternative case when the entrant is uncertain about the incumbent's costs. In this case, they show that the incumbent's low prices signal that its