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Where firms are the agents, this typically involves the assumption that states of the world involving higher money profits are preferred to states that involve lower ones, but this is not essential. (E.g., BSB could have been maximizing its reputation for toughness, for the sake of prestige. This would not render it `irrational', in that its behaviour could still have been modeled by the theorist, or by its competitors, in game-theoretic terms.)
8.2
However, suppose that BSB was internally divided, in that its manager (i.e., Simmonds-Gooding) was trying to maximize one thing (in this case, status in corporate history as a `winner') while his shareholders were trying to maximize another (in this case, money profits)...
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