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Endogenous choice of price or quantity contract with upstream advertising

Author

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  • Qing Hu
  • Dan Li
  • Tomomichi Mizuno

Abstract

We investigate a supply chain comprising a manufacturer engaged in advertising and two retailers who compete with differentiated products. We examine the endogenous choice between competing on quantity or price for the retailers. Our analysis reveals that, depending on the level of product substitutability, the range of possible outcomes is varied and includes Cournot, Bertrand, and Cournot‐Bertrand under informative advertising. This result contradicts the established understanding that firms tend to engage in Cournot competition as their dominant strategy. Furthermore, we find that under persuasive advertising, Cournot or Bertrand outcomes may be optimal, but Cournot‐Bertrand never arises as an equilibrium.

Suggested Citation

  • Qing Hu & Dan Li & Tomomichi Mizuno, 2024. "Endogenous choice of price or quantity contract with upstream advertising," Metroeconomica, Wiley Blackwell, vol. 75(1), pages 34-51, February.
    • Handle: RePEc:bla:metroe:v:75:y:2024:i:1:p:34-51
    DOI: 10.1111/meca.12438
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    References listed on IDEAS

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    1. DongJoon Lee & Kangsik Choi, 2016. "BERTRAND Vs. COURNOT COMPETITION WITH UPSTREAM FIRM INVESTMENT," Bulletin of Economic Research, Wiley Blackwell, vol. 68(S1), pages 56-65, December.
    2. Qing Hu & Tomomichi Mizuno, 2021. "Endogenous timing and manufacturer advertising: A note," Metroeconomica, Wiley Blackwell, vol. 72(2), pages 309-320, May.
    3. Zhang, Jianqiang & Cao, Qingning & He, Xiuli, 2020. "Manufacturer encroachment with advertising," Omega, Elsevier, vol. 91(C).
    4. Avinash Dixit, 1979. "A Model of Duopoly Suggesting a Theory of Entry Barriers," Bell Journal of Economics, The RAND Corporation, vol. 10(1), pages 20-32, Spring.
    5. Witness Simbanegavi, 2009. "Informative Advertising: Competition Or Cooperation?," Journal of Industrial Economics, Wiley Blackwell, vol. 57(1), pages 147-166, March.
    6. Tremblay, Carol Horton & Tremblay, Victor J., 2011. "The Cournot-Bertrand model and the degree of product differentiation," Economics Letters, Elsevier, vol. 111(3), pages 233-235, June.
    7. Arya, Anil & Mittendorf, Brian & Sappington, David E.M., 2008. "Outsourcing, vertical integration, and price vs. quantity competition," International Journal of Industrial Organization, Elsevier, vol. 26(1), pages 1-16, January.
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    More about this item

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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