This paper considers the relative efficiency of ad valorem and unit taxes i
n imperfectly competitive markets. We provide a simple proof that ad valore
m taxes are welfare-superior to unit taxes in the short run when production
costs are identical across firms. The proof covers differentiated products
and a wide range of market conduct. Cost asymmetries strengthen the case f
or ad valorem taxation under Cournot competition, but unit taxation may be
welfare-superior under Bertrand competition with product differentiation. A
d valorem taxation is superior with free entry under Cournot competition, b
ut not necessarily under price competition when consumers value variety. (C
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