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Does reducing spatial differentiation increase product differentiation? Effects of zoning on retail entry and format variety

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  • Sumon Datta
  • K. Sudhir

Abstract

This paper investigates the impact of spatial zoning restrictions on retail market outcomes. We estimate a structural model of entry, location and format choice across a large number of markets in the presence of zoning restrictions. The paper contributes to the literature in three ways: First, the paper demonstrates that the omission of zoning restrictions in the extant literature on entry and location choice leads to biased estimates of the factors affecting market potential and competitive intensity. Second, the cross-market variations in zoning regulations helps us test and provide evidence for the theory that constraints on spatial differentiation will lead to greater product differentiation. Finally, we provide qualitative insight on how zoning impacts retail entry and format variety; in particular we evaluate the impact of prototypical zoning arrangements such as “centralized,” “neighborhood,” and “outskirt” zoning on entry and format variety. Copyright The Author(s) 2013

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  • Sumon Datta & K. Sudhir, 2013. "Does reducing spatial differentiation increase product differentiation? Effects of zoning on retail entry and format variety," Quantitative Marketing and Economics (QME), Springer, vol. 11(1), pages 83-116, March.
    • Handle: RePEc:kap:qmktec:v:11:y:2013:i:1:p:83-116
    DOI: 10.1007/s11129-012-9131-x
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    4. Astrid Pennerstorfer & Dieter Pennerstorfer, 2018. "How Small are Small Markets? Location Choice and Geographical Market Size for Child Care Services," Economics working papers 2018-14, Department of Economics, Johannes Kepler University Linz, Austria.
    5. Mitsukuni Nishida, 2015. "Estimating a Model of Strategic Network Choice: The Convenience-Store Industry in Okinawa," Marketing Science, INFORMS, vol. 34(1), pages 20-38, January.
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    7. Nan Yang, 2018. "An Empirically Tractable Dynamic Oligopoly Model: Application to Store Entry and Exit in Dutch Grocery Retail," Marketing Science, INFORMS, vol. 37(6), pages 1029-1049, November.
    8. Jason R. Blevins & Ahmed Khwaja & Nathan Yang, 2018. "Firm Expansion, Size Spillovers, and Market Dominance in Retail Chain Dynamics," Management Science, INFORMS, vol. 64(9), pages 4070-4093.
    9. Bunyada Laoprapassorn, 2022. "Entry and Spatial Competition of Intermediaries: Evidence from Thailand's Rice Market," PIER Discussion Papers 170, Puey Ungphakorn Institute for Economic Research.
    10. Schivardi, Fabiano & Pozzi, Andrea, 2015. "Entry Regulation in Retail Markets," CEPR Discussion Papers 10836, C.E.P.R. Discussion Papers.
    11. Pennerstorfer, Dieter & Schindler, Nora & Weiss, Christoph R. & Yontcheva, Biliana, 2020. "Income inequality and product variety: Empirical evidence," DICE Discussion Papers 353, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    12. Erdmann, Anett, 2015. "The role of captive consumers in retailers' location choices," UC3M Working papers. Economics we1507, Universidad Carlos III de Madrid. Departamento de Economía.
    13. Mitsukuni Nishida, 2014. "The costs of zoning regulations in retail chains: the case of the City Planning Act of 1968 in Japan," Journal of Regulatory Economics, Springer, vol. 45(3), pages 305-328, June.
    14. Aguirregabiria, Victor & Suzuki, Junichi, 2015. "Empirical Games of Market Entry and Spatial Competition in Retail Industries," CEPR Discussion Papers 10410, C.E.P.R. Discussion Papers.
    15. Buechel, Berno & Klein, Jan, 2014. "Do Consumers' Preferences Really Matter? - A Note on Spatial Competition with Restricted Strategies," MPRA Paper 55288, University Library of Munich, Germany.
    16. O. Cem Ozturk & Sriram Venkataraman & Pradeep K. Chintagunta, 2016. "Price Reactions to Rivals’ Local Channel Exits," Marketing Science, INFORMS, vol. 35(4), pages 588-604, July.
    17. Shijie Lu & Sha Yang, 2017. "Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising," Marketing Science, INFORMS, vol. 36(6), pages 976-998, November.
    18. Botao Yang & Sha Yang & Shantanu Dutta, 2022. "Platform Service Offering to Business Customers: Strategic Considerations in Engendering Seller Use of Marketing Tools," Marketing Science, INFORMS, vol. 41(2), pages 361-379, March.
    19. Rahkovsky Ilya & Volpe Richard, 2018. "Structure and Food Price Inflation," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 16(1), pages 1-16, January.
    20. Bonfrer, André & Chintagunta, Pradeep & Dhar, Sanjay, 2022. "Retail store formats, competition and shopper behavior: A Systematic review," Journal of Retailing, Elsevier, vol. 98(1), pages 71-91.
    21. Kim, Sunghoon & DeSarbo, Wayne S. & Chang, Won, 2021. "Note: A new approach to the modeling of spatially dependent and heterogeneous geographical regions," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 792-803.

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    More about this item

    Keywords

    Product variety; Zoning; Entry; Location choice; Retail competition; Discrete games; Multiple equilibria; Structural modeling; C5; C70; L13; L81; M31;
    All these keywords.

    JEL classification:

    • C5 - Mathematical and Quantitative Methods - - Econometric Modeling
    • C70 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - General
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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