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Data-driven mergers and personalization

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Listed:
  • Zhijun Chen
  • Chongwoo Choe
  • Jiajia Cong
  • Noriaki Matsushima

Abstract

This paper studies tech mergers that involve a large volume of consumer data. The merger links the markets for data collection and data application through a consumption synergy. The merger-specific efficiency gains exist in the market for data application due to the consumption synergy and data-enabled personalization. Prices fall in the market for data collection due to the merged firm's incentives to expand its outreach in the market for data application. But in the market for data application, prices generally rise as the efficiency gains are extracted away through personalized pricing, rather than being passed on to consumers. When the consumption synergy is large enough, the merger can result in monopolization of both markets, with further consumer harm when stand-alone competitors exit in the long run. We discuss policy implications including various merger remedies.

Suggested Citation

  • Zhijun Chen & Chongwoo Choe & Jiajia Cong & Noriaki Matsushima, 2021. "Data-driven mergers and personalization," ISER Discussion Paper 1108r, Institute of Social and Economic Research, Osaka University, revised Aug 2021.
  • Handle: RePEc:dpr:wpaper:1108r
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    Cited by:

    1. Flavio Pino, 2022. "The microeconomics of data – a survey," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 49(3), pages 635-665, September.
    2. Choe, Chongwoo & Matsushima, Noriaki & Tremblay, Mark J., 2022. "Behavior-based personalized pricing: When firms can share customer information," International Journal of Industrial Organization, Elsevier, vol. 82(C).
    3. Yiquan Gu & Leonardo Madio & Carlo Reggiani, 2022. "Data brokers co-opetition [The impact of big data on firm performance: an empirical investigation]," Oxford Economic Papers, Oxford University Press, vol. 74(3), pages 820-839.
    4. David Bounie & Antoine Dubus & Patrick Waelbroeck, 2021. "Competition and Mergers with Strategic Data Intermediaries," CESifo Working Paper Series 9339, CESifo.
    5. Zhijun Chen & Chongwoo Choe & Jiajia Cong & Noriaki Matsushima, 2022. "Data‐driven mergers and personalization," RAND Journal of Economics, RAND Corporation, vol. 53(1), pages 3-31, March.
    6. Qiuyu Lu & Noriaki Matsushima, 2023. "Personalized pricing when consumers can purchase multiple items," ISER Discussion Paper 1192, Institute of Social and Economic Research, Osaka University.
    7. Chongwoo Choe & Jiajia Cong & Chengsi Wang, 2024. "Softening Competition Through Unilateral Sharing of Customer Data," Management Science, INFORMS, vol. 70(1), pages 526-543, January.
    8. Nakagawa, Akihiko & Matsushima, Noriaki, 2023. "A note on conglomerate mergers: The Google/Fitbit case," Japan and the World Economy, Elsevier, vol. 67(C).
    9. DELBONO Flavio & REGGIANI Carlo & SANDRINI Luca, 2021. "Strategic data sales to competing firms," JRC Working Papers on Digital Economy 2021-05, Joint Research Centre.
    10. Alessandro Bonatti, 2023. "The Platform Dimension of Digital Privacy," NBER Chapters, in: The Economics of Privacy, National Bureau of Economic Research, Inc.
    11. David Bounie & Antoine Dubus & Patrick Waelbroeck, 2023. "Competition Between Strategic Data Intermediaries with Implications for Merger Policy," Working Papers hal-03336520, HAL.
    12. CARBALLA SMICHOWSKI Bruno & DUCH BROWN Nestor & GOMEZ LOSADA Alvaro & MARTENS Bertin, 2021. "When ‘the’ market loses its relevance: an empirical analysis of demand-side linkages in platform ecosystems," JRC Working Papers on Digital Economy 2021-07, Joint Research Centre.

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    More about this item

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L41 - Industrial Organization - - Antitrust Issues and Policies - - - Monopolization; Horizontal Anticompetitive Practices
    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law

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