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Delimitação de Mercado Relevante para Produtos Diferenciados Usando Elasticidades: O Caso de Chá Pronto para Beber

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Author Info

  • Eduardo Pontual Ribeiro

    (Universidade Federal do Rio de Janeiro (IE/UFRJ), CADE/MJ e CNPq, Brasil)

  • Paulo de Andrade Jacinto

    (Pontifícia Universidade Católica do Rio Grande do Sul (PPGE/PUCRS) e CNPq,Brasil)

Abstract

Uma questão chave para a análise de atos de concentração e defesa da concorrência, como recomendado pelos Guias Horizontais, é a delimitação do mercado relevante.Esta delimitação segue o Teste do Monopolista Hipotético (TMH) instrumentalizado através da Perda Crítica. Apresentamos uma metodologia de aplicação do TMH, com um teste de Perda Crítica exato para produtos diferenciados. Aplica-se o método para o caso de chá pronto para beber, gerando estimativas inéditas das elasticidades através de um modelo NIDS (LA-AIDS) com dados de alta frequência (scanner data ). Os resultados sugerem que quaisquer duas marcas consideradas já representariam um mercado relevante para defesa da concorrência se as margens forem menores que 50%.

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Bibliographic Info

Article provided by ANPEC - Associação Nacional dos Centros de Pósgraduação em Economia [Brazilian Association of Graduate Programs in Economics] in its journal Economia.

Volume (Year): 11 (2010)
Issue (Month): 4 ()
Pages: 267_284

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Handle: RePEc:anp:econom:v:11:y:2010:i:4:267_284

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Related research

Keywords: Estimação de Demanda; Mercado Relevante; Defesa da Concorrência;

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