Buyer Power through Producer's Differentiation
AbstractThis paper shows that a retailer may choose to differentiate his supplying producer from his rival's, at the expense of a downgrading in the quality of the product he offers to consumers, not to relax downstream competition, but to improve his buyer power in the negotiation with his producer. We consider a simple vertical industry where two producers sell products differentiated in quality to two retailers who operate in separated markets. In the game, retailers first choose which product to stock, then each retailer and her chosen producer bargain, where this pairwise bargaining happens sequentially, over the terms of a two-part tariff contract. Finally, retailers choose the quantities. We show that when upstream production costs are convex, the share of the total profits going to the retailer is higher if the latter choose to differentiate. We also are able to isolate the wish to differentiate as "only" due to increasing buyer power: namely that, via producers' differentiation, the retailer gets a larger share of smaller total profits. We show that this result also holds when retailers do not commit ex-ante on which product they stock and, in fact, we show that product differentiation to increase buyer power is even more likely in this case. We also derive the consequences of a differentiation induced by buyer power motives for consumer surplus and welfare, and extend our results for the case of downstream competition.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoPaper provided by Department of Agricultural & Resource Economics, UC Berkeley in its series Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series with number qt7b93w47c.
Date of creation: 09 Sep 2008
Date of revision:
Contact details of provider:
Postal: 207 Giannini Hall #3310, Berkeley, CA 94720-3310
Phone: (510) 642-3345
Fax: (510) 643-8911
Web page: http://www.escholarship.org/repec/are_ucb/
More information through EDIRC
Buyer Power; Vertical Relationships; Product Differentiation; Sequential Bargaining;
Other versions of this item:
- Chambolle, Claire & Villas-Boas, Sofia B, 2007. "Buyer power through producer's differentiation," CUDARE Working Paper Series 1042, University of California at Berkeley, Department of Agricultural and Resource Economics and Policy.
- Claire Chambolle & Sofia Villas-Boas, 2007. "Buyer Power through Producer's Differentiation," Working Papers hal-00243058, HAL.
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Joshua Gans & Catherine de Fontenay, 2004.
"Vertical Integration in the Presence of Upstream Competition,"
Econometric Society 2004 North American Winter Meetings
7, Econometric Society.
- Catherine C. de Fontenay & Joshua S. Gans, 2005. "Vertical Integration in the Presence of Upstream Competition," RAND Journal of Economics, The RAND Corporation, vol. 36(3), pages 544-572, Autumn.
- Catherine C. de Fontenay & Joshua S. Gans, 2004. "Vertical Integration in the Presence of Upstream Competition," Department of Economics - Working Papers Series 904, The University of Melbourne.
- Zhiqi Chen, 2004. "Monopoly and Product Diversity: The Role of Retailer Countervailing Power," Carleton Economic Papers 04-19, Carleton University, Department of Economics.
- Bonanno, Giacomo & Vickers, John, 1988. "Vertical Separation," Journal of Industrial Economics, Wiley Blackwell, vol. 36(3), pages 257-65, March.
- Mussa, Michael & Rosen, Sherwin, 1978. "Monopoly and product quality," Journal of Economic Theory, Elsevier, vol. 18(2), pages 301-317, August.
- Howard Smith & John Thanassoulis, 2009.
"Upstream Competition and Downstream Buyer Power,"
Economics Series Working Papers
420, University of Oxford, Department of Economics.
- repec:ner:toulou:http://neeo.univ-tlse1.fr/1395/ is not listed on IDEAS
- Tasneem Chipty & Christopher M. Snyder, 1999. "The Role Of Firm Size In Bilateral Bargaining: A Study Of The Cable Television Industry," The Review of Economics and Statistics, MIT Press, vol. 81(2), pages 326-340, May.
- Avenel, E. & Caprice, S., 2006. "Upstream market power and product line differentiation in retailing," International Journal of Industrial Organization, Elsevier, vol. 24(2), pages 319-334, March.
- Hart, O. & Tirole, J., 1990. "Vertical Integration And Market Foreclosure," Working papers 548, Massachusetts Institute of Technology (MIT), Department of Economics.
- Gilles Chemla, 2003. "Downstream Competition, Foreclosure, and Vertical Integration," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 12(2), pages 261-289, 06.
- G. Chemla, 1999.
"Downstream competition, foreclosure, and vertical integration,"
THEMA Working Papers
99-18, THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise.
- Chemla, G., 1999. "Downstream Competition, Foreclosure, and Vertical Integration," Papers 99-18, Paris X - Nanterre, U.F.R. de Sc. Ec. Gest. Maths Infor..
- McAfee, R Preston & Schwartz, Marius, 1994. "Opportunism in Multilateral Vertical Contracting: Nondiscrimination, Exclusivity, and Uniformity," American Economic Review, American Economic Association, vol. 84(1), pages 210-30, March.
- Nash, John, 1950. "The Bargaining Problem," Econometrica, Econometric Society, vol. 18(2), pages 155-162, April.
- Chemla, Gilles, 2003. "Downstream Competition, Foreclosure, and Vertical Integration," Economics Papers from University Paris Dauphine 123456789/6313, Paris Dauphine University.
- repec:ner:toulou:http://neeo.univ-tlse1.fr/1029/ is not listed on IDEAS
- Draganska, Michaela & Klapper, Daniel & Villas-Boas, Sofia B., 2008.
"A Larger Slice or a Larger Pie? An Empirical Investigation of Bargaining Power in the Distribution Channel,"
2001, Stanford University, Graduate School of Business.
- Michaela Draganska & Daniel Klapper & Sofia B. Villas-Boas, 2010. "A Larger Slice or a Larger Pie? An Empirical Investigation of Bargaining Power in the Distribution Channel," Marketing Science, INFORMS, vol. 29(1), pages 57-74, 01-02.
- Draganska, Michaela & Klapper, Daniel & Villas-Boas, Sofia B, 2008. "A Larger Slice or a Larger Pie? An Empirical Investigation of Bargaining Power in the Distribution Channel," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt7v13q46w, Department of Agricultural & Resource Economics, UC Berkeley.
- Draganska, Michaela & Klapper, Daniel & Villas-Boas, Sofia B., 2008. "A larger slice or a larger pie? : an empirical investigation of bargaining power in the distribution channel," CUDARE Working Paper Series 1046, University of California at Berkeley, Department of Agricultural and Resource Economics and Policy.
- Vanessa von Schlippenbach & Isabel Teichmann, 2012.
"The Strategic Use of Private Quality Standards in Food Supply Chains,"
American Journal of Agricultural Economics,
Agricultural and Applied Economics Association, vol. 94(5), pages 1189-1201.
- von Schlippenbach, Vanessa & Teichmann, Isabel, 2012. "The strategic use of private quality standards in food supply chains," DICE Discussion Papers 62, Heinrich‐Heine‐Universität Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
- Vanessa von Schlippenbach & Isabel Teichmann, 2011. "The Strategic Use of Private Quality Standards in Food Supply Chains," Discussion Papers of DIW Berlin 1120, DIW Berlin, German Institute for Economic Research.
- Teichmann, Isabel & von Schlippenbach, Vanessa, 2011. "The Strategic Use of Private Quality Standards in Food Supply Chains," 2011 International Congress, August 30-September 2, 2011, Zurich, Switzerland 116079, European Association of Agricultural Economists.
- von Schlippenbach, Vanessa & Teichmann, Isabel, 2011. "The Strategic Use of Private Quality Standards in Food Supply Chains," 51st Annual Conference, Halle, Germany, September 28-30, 2011 114519, German Association of Agricultural Economists (GEWISOLA).
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Lisa Schiff).
If references are entirely missing, you can add them using this form.