[on the theory of the firm] It is exactly analogous to the analysis of the reactions of a consumer by means of indifferent curves. Indeed, a consumer is merely a 'firm' whose product is 'utility.'
"The theory of the firm in the last ten Years" by Kenneth E. Boulding in "The American Economic Review", Volume 32, No. 4 (pp. 791-802), December 1942.
![[on the theory of the firm] It is exactly analogous to the analysis of the reactions of a consumer by means of indifferent curves. Indeed, a consumer is merely a 'firm' whose product is 'utility.'](http://cdn.quoteddaily.com/images/kenneth-e-boulding/on-the-theory-of-the-firm-it-is-exactly-analogous-to-the-analysis-of-the-reactions-of-a-consumer-by.jpg)