hello cattlegod,
the context is economics, i came across the term on wikipaedia
http://en.wikipedia.org/wiki/Short-run
the entry goes
"In economics, the concept of the short-run refers to the decision-making time frame of a firm in which at least one factor of production is fixed. Costs which are fixed in the short-run have no impact on a firms decisions. For example a firm can raise output by increasing the amount of labour through overtime.
A generic firm can make three changes in the short-run:
* Increase production
* Decrease production
* Shut down
In the short-run, a profit maximizing firm will:
* Increase production if marginal cost is less than price;
* Decrease production if marginal cost is greater than price;
* Continue producing if average variable cost is less than price, even if average total cost is greater than price;
* Shut down if average variable cost is greater than price. Thus, the average variable cost is the largest loss a firm can incur in the short-run.
"