IDEAS home Printed from https://ideas.repec.org/p/gat/wpaper/1311.html
   My bibliography  Save this paper

Interactions entre stratégies de promotion et fusions

Author

Listed:
  • Laurent Granier

    (Université de Lyon, Lyon, F-69007, France ; CNRS, GATE Lyon St Etienne,F-69130 Ecully, France)

Abstract

De nombreuses études analysent les phénomènes de fusion en prenant en compte les variables stratégiques des firmes telles que les prix ou les quantités de vente. Or, peu d’études font le lien entre les stratégies de promotion et les fusions. Pourtant, les dépenses mondiales de promotion se porteront à 525 milliards de dollars en 2013 (Zenithoptimedia, 2012). Ceci nous incite à établir un modèle théorique étudiant l’influence de la promotion sur les incitations à fusionner. A l’instar de Friedman (1983a et 1983b), nous introduisons deux types de promotions, l’une étant prédatrice et l’autre coopérative. Nous trouvons que les incitations à fusionner différent de celles existantes dans les modèles de concurrence en prix (Brito, 2003).

Suggested Citation

  • Laurent Granier, 2013. "Interactions entre stratégies de promotion et fusions," Working Papers 1311, Groupe d'Analyse et de Théorie Economique Lyon St-Étienne (GATE Lyon St-Étienne), Université de Lyon.
    • Handle: RePEc:gat:wpaper:1311
    as

    Download full text from publisher

    File URL: ftp://ftp.gate.cnrs.fr/RePEc/2013/1311.pdf
    Download Restriction: no
    ---><---

    Other versions of this item:

    More about this item

    Keywords

    fusions et acquisitions; promotion coopérative; promotion prédatrice;
    All these keywords.

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
    • L12 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Monopoly; Monopolization Strategies
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • L41 - Industrial Organization - - Antitrust Issues and Policies - - - Monopolization; Horizontal Anticompetitive Practices

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gat:wpaper:1311. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Nelly Wirth (email available below). General contact details of provider: https://edirc.repec.org/data/gateefr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.