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Strategic Pricing Behavior under Asset Value Maximization

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  • Shinn‐Shyr Wang
  • Kyle W. Stiegert
  • Tirtha P. Dhar

Abstract

In this paper, we empirically evaluate strategic pricing behavior and shareholder delegation of financial market objectives in the U.S. butter and margarine market. Shareholders are assumed to maximize the value of firm assets according to a certainty equivalent capital asset pricing model (CAPM). The delegation setup instructs managers to maximize a linear combination of firm profits and shareholder equity values. A key result from the analysis is that a test of financial market influences cannot be rejected in the product market for butter and margarine. Product market competition is best described using a conjectural variation model of industrial organization. Estimates of Lerner Indexes suggest significant market power and counterfactual simulations point toward significant biases in estimated Lerner Indexes when capital market dimensions are ignored or if the wrong market structure is assumed. Dans le présent article, nous avons effectué l'évaluation empirique de comportements stratégiques dans la détermination des prix et la délégation d'objectifs financiers de la part d'actionnaires sur le marchéétatsunien du beurre et de la margarine. Nous avons supposé que les actionnaires maximisent la valeur de l'actif d'une firme selon l'équivalent certain du modèle d'évaluation des actifs financiers (MEDAF). La structure de la délégation amène les gestionnaires à maximiser une combinaison linéaire des profits de la firme et de la valeur nette des actions. L'un des principaux résultats de l'analyse est qu'un test des influences du marché des capitaux sur le marché des produits ne peut être rejeté pour le cas du beurre et de la margarine. La concurrence sur le marché des produits est plus adéquatement caractérisée par un modèle d'organisation industrielle à variations conjecturales. Les estimations de l'indice de Lerner ont indiqué la présence de pouvoir de marché, et les simulations contrefactuelles ont montré des biais significatifs dans les valeurs estimées des indices de Lerner lorsque l'on ne tient pas compte du marché des capitaux ou que l'on suppose une structure de marché erronée.

Suggested Citation

  • Shinn‐Shyr Wang & Kyle W. Stiegert & Tirtha P. Dhar, 2010. "Strategic Pricing Behavior under Asset Value Maximization," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 58(2), pages 151-170, June.
    • Handle: RePEc:bla:canjag:v:58:y:2010:i:2:p:151-170
    DOI: 10.1111/j.1744-7976.2009.01174.x
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    1. Wang, Shinn-Shyr & Stiegert, Kyle W., 2006. "The Duopolistic Firm with Endogenous Risk Control: Case of Persuasive Advertising and Product Differentiation," Staff Paper Series 496, University of Wisconsin, Agricultural and Applied Economics.
    2. Hovhannisyan, Vardges & Stiegert, Kyle W. & Bozic, Marin, 2013. "On Endogeneity Of Retail Market Power In An Equilibrium Analysis: A Control Function Approach," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149830, Agricultural and Applied Economics Association.
    3. Du, Ying & Stiegert, Kyle W., 2009. "Strategic Vertical Pricing in the U.S. Butter Market," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 51712, Agricultural and Applied Economics Association.
    4. Wang, Shinn-Shyr & Stiegert, Kyle W., 2006. "The Duopolistic Firm with Endogenous Risk Control: Case of Persuasive Advertising and Product Differentiation," Staff Papers 12606, University of Wisconsin-Madison, Department of Agricultural and Applied Economics.

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    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection

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