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Vertical Restraints in a Model of Vertical Differentiation

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  • Patrick Bolton
  • Giacomo Bonanno

Abstract

We consider the case of a manufacturer who sells a homogeneous good to retailers who compete in prices and "cum-sales" or "post-sales" services. We show that the optimal linear-price contract is inefficient from the point of view of the vertical structure and that simple forms of vertical restraints, such as resale price maintenance and franchise fees, dominate the optimal linear-price contract, but do not restore vertical efficiency. Our analysis is concluded with the description of an efficient contract.

Suggested Citation

  • Patrick Bolton & Giacomo Bonanno, 1988. "Vertical Restraints in a Model of Vertical Differentiation," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 103(3), pages 555-570.
    • Handle: RePEc:oup:qjecon:v:103:y:1988:i:3:p:555-570.
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    File URL: http://hdl.handle.net/10.2307/1885545
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    Cited by:

    1. Laurent Linnemer, 2022. "Doubling Back on Double Marginalization," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 61(1), pages 1-19, August.
    2. Spiegel, Yossi & Yehezkel, Yaron, 2003. "Price and non-price restraints when retailers are vertically differentiated," International Journal of Industrial Organization, Elsevier, vol. 21(7), pages 923-947, September.
    3. Yossef Spiegel & Yaron Yehezkel, 2000. "Price and Non-Price Restraints When Retailers are Vertically Differentiated," Econometric Society World Congress 2000 Contributed Papers 1670, Econometric Society.
    4. Moner-Colonques, Rafael, 2006. "The tradeoffs between retail service and exclusivity in distribution: Welfare and policy implications," International Review of Law and Economics, Elsevier, vol. 26(2), pages 241-261, June.
    5. Tian Xia & Richard Sexton, 2010. "Brand or Variety Choices and Periodic Sales as Substitute Instruments for Monopoly Price Discrimination," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 36(4), pages 333-349, June.
    6. Oana Secrieru, 2006. "The Economic Theory Of Vertical Restraints," Journal of Economic Surveys, Wiley Blackwell, vol. 20(5), pages 797-822, December.
    7. Dulleck, Uwe & Kerschbamer, Rudolf, 2009. "Experts vs. discounters: Consumer free-riding and experts withholding advice in markets for credence goods," International Journal of Industrial Organization, Elsevier, vol. 27(1), pages 15-23, January.
    8. Miao, Chun-Hui, 2018. "Excessive Search," MPRA Paper 85818, University Library of Munich, Germany.
    9. Oana Secrieru, 2004. "The Economic Theory of Retail Pricing: A Survey," Staff Working Papers 04-8, Bank of Canada.
    10. Elias Deutscher, 2022. "Brand bidding restraints revisited – What is the appropriate economic and legal framework for the antitrust analysis of vertical online search advertising restraints?," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2021-09, Centre for Competition Policy, University of East Anglia, Norwich, UK..
    11. Rojas Christian & Lavoie Nathalie & Wang Shinn-Shyr, 2012. "Buyer Power and Vertically Differentiated Retailers," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 10(1), pages 1-28, July.
    12. Robert Innes & Stephen F. Hamilton, 2009. "Vertical restraints and horizontal control," RAND Journal of Economics, RAND Corporation, vol. 40(1), pages 120-143, March.
    13. Rafael Moner‐Colonques & José J. Sempere‐Monerris & Amparo Urbano, 2004. "Strategic Delegation with Multiproduct Firms," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 13(3), pages 405-427, September.
    14. Frank Mathewson & Ralph Winter, 1998. "The Law and Economics of Resale Price Maintenance," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 13(1), pages 57-84, April.
    15. Kerschbamer, Rudolf & Dulleck, Uwe, 2005. "Experts vs Discounters: Competition and Market Unravelling When Consumers Do Not Know What they Need," CEPR Discussion Papers 5242, C.E.P.R. Discussion Papers.
    16. Hsieh, Chung-Chi & Lai, Hsing-Hua, 2020. "Pricing and ordering decisions in a supply chain with downward substitution and imperfect process yield," Omega, Elsevier, vol. 95(C).
    17. Hsiu-Li Chen, 2009. "Gray Marketing: Does It Hurt the Manufacturers?," Atlantic Economic Journal, Springer;International Atlantic Economic Society, vol. 37(1), pages 23-35, March.
    18. Hsiu-Li Chen, 2002. "Gray marketing and unfair competition," Atlantic Economic Journal, Springer;International Atlantic Economic Society, vol. 30(2), pages 196-204, June.
    19. Ying He & Huaxia Rui, 2022. "Probabilistic selling in vertically differentiated markets: The role of substitution," Production and Operations Management, Production and Operations Management Society, vol. 31(11), pages 4191-4204, November.
    20. Jeongeun Sim & Fouad El Ouardighi & Bowon Kim, 2019. "Economic and environmental impacts of vertical and horizontal competition and integration," Naval Research Logistics (NRL), John Wiley & Sons, vol. 66(2), pages 133-153, March.
    21. Kenji, Matsui, 2011. "Resale price maintenance for supply chains distributing products with demand uncertainty," International Journal of Production Economics, Elsevier, vol. 134(2), pages 375-387, December.

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