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Product Variety And Demand Uncertainty: Why Markups Vary With Quality

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  • DENNIS W. CARLTON
  • JAMES D. DANA

Abstract

We demonstrate that demand uncertainty can explain equilibrium product variety in the presence of sunk costs. Product variety is an efficient response to uncertainty because it reduces the expected costs associated with excess capacity. We find that within the firm's product line, the highest quality product has the highest profit margin but the lowest percentage margin, while the lowest quality product has the highest percentage margin but the lowest absolute margin. Both of these relationships are consistent with evidence available from marketing studies.

Suggested Citation

  • Dennis W. Carlton & James D. Dana, 2008. "Product Variety And Demand Uncertainty: Why Markups Vary With Quality," Journal of Industrial Economics, Wiley Blackwell, vol. 56(3), pages 535-552, September.
    • Handle: RePEc:bla:jindec:v:56:y:2008:i:3:p:535-552
    DOI: 10.1111/j.1467-6451.2008.00353.x
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    Cited by:

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    2. Kopalle, Praveen K. & Pauwels, Koen & Akella, Laxminarayana Yashaswy & Gangwar, Manish, 2023. "Dynamic pricing: Definition, implications for managers, and future research directions," Journal of Retailing, Elsevier, vol. 99(4), pages 580-593.
    3. Gerhard O. Orosel & Klaus G. Zauner, 2011. "Quality Diversity and Prices in Markets for Experience Goods," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 20(3), pages 709-738, September.
    4. Manral, Lalit & Harrigan, Kathryn R., 2018. "The logic of demand-side diversification: Evidence from the US telecommunications sector, 1990–1996," Journal of Business Research, Elsevier, vol. 85(C), pages 127-141.
    5. Djolaud, Guy, 2022. "Import Penetration of Low Quality Products : Markups Implications," MPRA Paper 114611, University Library of Munich, Germany.
    6. Liu, Yan & Shi, Hongyan & Petruzzi, Nicholas C., 2018. "Optimal quality and quantity provisions for centralized vs. decentralized distribution: Market size uncertainty effects," European Journal of Operational Research, Elsevier, vol. 265(3), pages 1144-1158.
    7. He, Haonan & Wang, Shanyong, 2019. "Cost-benefit associations in consumer inventory problem with uncertain benefit," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 271-284.
    8. Fu, Qiuyao & Zhang, Teng & Li, Yunong, 2021. "Trade liberalization induced profitability enhancement? The impact of intermediate input imports on firm profitability," Journal of Asian Economics, Elsevier, vol. 75(C).
    9. Chang, Xin & Cheng, Louis T.W. & Kwok, Wing Chun & Wong, George, 2024. "Stock price crash risk and firms’ operating leverage," Journal of Financial Stability, Elsevier, vol. 71(C).
    10. Kazakis, Pantelis, 2023. "Uncertainty and Market Power: An Empirical Investigation," MPRA Paper 117914, University Library of Munich, Germany.
    11. Kinshuk Jerath & Sang-Hyun Kim & Robert Swinney, 2017. "Product Quality in a Distribution Channel with Inventory Risk," Marketing Science, INFORMS, vol. 36(5), pages 747-761, September.
    12. Cheng, Yi-Ling, 2014. "Vertical product differentiation under demand uncertainty," Economic Modelling, Elsevier, vol. 36(C), pages 51-57.
    13. In Kyung Kim, 2017. "Competition and Retailer Product Choice: Evidence from the Movie Theater Market," Working Papers 1704, Nazarbayev University, Department of Economics, revised Mar 2018.
    14. Kim In Kyung, 2020. "Movie Variety and the City," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 20(3), pages 1-26, July.
    15. Ying Rong & Ying‐Ju Chen & Zuo‐Jun Max Shen, 2015. "The impact of demand uncertainty on product line design under endogenous substitution," Naval Research Logistics (NRL), John Wiley & Sons, vol. 62(2), pages 143-157, March.
    16. Chiang-Ming Chen & Chia-Yu Yeh & Jin-Li Hu, 2011. "Influence of Uncertain Demand on Product Variety: Evidence from the International Tourist Hotel Industry in Taiwan," Tourism Economics, , vol. 17(6), pages 1275-1285, December.

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