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Buyer Power through Producer's Differentiation

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Author Info

  • Claire Chambolle

    (CECO - Laboratoire d'econometrie de l'école polytechnique - CNRS : UMR7657 - Polytechnique - X)

  • Sofia Villas-Boas

    (UC Berkeley)

Abstract

Cet article montre que des distributeurs peuvent décider d'offrir des produits différenciés, non pas pour relâcher la concurrence horizontale, mais pour accroître leur pouvoir d'achat vis-à-vis de leur fournisseur. Nous analysons un modèle simple où deux producteurs offrent des produits différenciés en qualité à deux distributeurs en activité sur des marches séparés qui ne peuvent offrir qu'un seul produit aux consommateurs. A la première étape du jeu, les distributeurs choisissent quel produit mettre en rayon, puis chaque distributeur et son fournisseur négocient sur un contrat de tarif binôme. Enfin, les distributeurs choisissent leur quantités. Lorsque les coûts de production sont convexes, la part des profits joint revenant au distributeur est plus élevée lorsque les distributeurs choisissent de se différencier. L'origine de la différenciation peut donc être uniquement liée au désir des distributeurs d'accroître leur pouvoir d'achat: via la différenciation des fournisseurs, le distributeur obtient une plus large part de profits joints plus faibles. Ce résultat est robuste lorsque l'on introduit de la concurrence en aval. Nous mettons en évidence les conséquences de cette stratégie de différenciation sur le surplus des consommateurs.

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Bibliographic Info

Paper provided by HAL in its series Working Papers with number hal-00243058.

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Date of creation: 2007
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Handle: RePEc:hal:wpaper:hal-00243058

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Related research

Keywords: Puissance d'achat; Gamme de produit; Différentiation des produits;

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References

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  1. Chemla, Gilles, 2003. "Downstream Competition, Foreclosure, and Vertical Integration," Economics Papers from University Paris Dauphine 123456789/6313, Paris Dauphine University.
  2. 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.
  3. Joshua Gans & Catherine de Fontenay, 2004. "Vertical Integration in the Presence of Upstream Competition," Econometric Society 2004 North American Winter Meetings 7, Econometric Society.
  4. Patrick Rey & Thibaud Vergé, 2003. "Bilateral Control with Vertical Contracts," Industrial Organization, EconWPA 0309005, EconWPA.
  5. 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.
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  7. G. Chemla, 1999. "Downstream competition, foreclosure, and vertical integration," THEMA Working Papers 99-18, THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise.
  8. Nash, John, 1950. "The Bargaining Problem," Econometrica, Econometric Society, Econometric Society, vol. 18(2), pages 155-162, April.
  9. Daniel P. O'Brien & Greg Shaffer, 1992. "Vertical Control with Bilateral Contracts," RAND Journal of Economics, The RAND Corporation, vol. 23(3), pages 299-308, Autumn.
  10. 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.
  11. Gilles Chemla, 2003. "Downstream Competition, Foreclosure, and Vertical Integration," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 12(2), pages 261-289, 06.
  12. Bonanno, Giacomo & Vickers, John, 1988. "Vertical Separation," Journal of Industrial Economics, Wiley Blackwell, vol. 36(3), pages 257-65, March.
  13. Hart, O. & Tirole, J., 1990. "Vertical Integration And Market Foreclosure," Working papers 548, Massachusetts Institute of Technology (MIT), Department of Economics.
  14. Zhiqi Chen, 2004. "Monopoly and Product Diversity: The Role of Retailer Countervailing Power," Carleton Economic Papers 04-19, Carleton University, Department of Economics.
  15. Howard Smith & John Thanassoulis, 2009. "Upstream Competition and Downstream Buyer Power," Economics Series Working Papers 420, University of Oxford, Department of Economics.
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Cited by:
  1. 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," Research Papers 2001, Stanford University, Graduate School of Business.
  2. 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).

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