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“When Should Manufacturers Want Fair Trade?”: New Insights from Asymmetric Information when Supply Chains Compete

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  • Jakub Kastl
  • David Martimort
  • Salvatore Piccolo

Abstract

We study a model of competing manufacturer/retailer pairs where adverse selection and moral hazard are coupled with promotional externalities at the downstream level. In contrast to earlier models mainly focusing on a bilateral monopoly setting, we show that with competing brands a 'laissez-faire' approach towards vertical price control might not always promote productive efficiency. Giving manufacturers freedom to control retail prices is more likely to harm consumers when retailers impose positive promotional externalities on each other, and the converse is true otherwise. Our simple model also suggests that, with competing supply chains, consumers and manufacturers might prefer different contractual modes if promotional externalities have substantial effects on demands.
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Suggested Citation

  • Jakub Kastl & David Martimort & Salvatore Piccolo, 2011. "“When Should Manufacturers Want Fair Trade?”: New Insights from Asymmetric Information when Supply Chains Compete," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(3), pages 649-677, September.
  • Handle: RePEc:bla:jemstr:v:20:y:2011:i:3:p:649-677
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    Cited by:

    1. Fiocco, Raffaele, 2016. "The strategic value of partial vertical integration," European Economic Review, Elsevier, vol. 89(C), pages 284-302.
    2. Kálecz-Simon, András & Bakó, Barna, 2012. "Vertikális korlátozások - növelik vagy csökkentik a jólétet?. Érvek az irodalomból
      [Vertical constraints - do they increase or reduce welfare?. Arguments in the literature]
      ," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(10), pages 1138-1159.
    3. Matteo Bassi & Marco Pagnozzi & Salvatore Piccolo, 2015. "Product Differentiation by Competing Vertical Hierarchies," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 24(4), pages 904-933, October.
    4. Marco Pagnozzi & Salvatore Piccolo & Matteo Bassi, 2016. "Entry and Product Variety with Competing Supply Chains," Journal of Industrial Economics, Wiley Blackwell, vol. 64(3), pages 520-556, September.

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