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Preisregulierung zum Schutz der Verbraucher: Wirkungen auf Werbung und Wohlfahrt

Listed author(s):
  • Torsten Steinrücken
  • Sebastian Jaenichen
Registered author(s):

    Aiming for protection of consumers the EU has recently implemented direct price regulation in cellular mobile telephony and has announced plans to intensify such regulation in the near future. Using a simple model we examine the welfare effect of a price regulation on the targeted firm's advertisement expenditure. It is shown that sheer price regulation increases welfare only on a small scale. Due to the fact that a price regulation limits the free choice of both marketing instruments: price and (implicitly) advertisement, the enterprise adopts its use of these instruments causing a constriction of the market. Our model shows that price regulation may fail to enhance welfare if the enterprise advertises its products actively while being unregulated. We show that there is an optimal intensity of regulation that depends on the effectiveness of the marketing policies undertaken by the targeted enterprise. In jüngster Zeit hat die EU mit Argumenten des Verbraucherschutzes direkte Preisregulierungen im Mobilfunkbereich durchgesetzt und wird diese in Zukunft noch verschärfen. Unter Zuhilfenahme eines einfachen Modells wird im vorliegenden Beitrag gezeigt, welchen Einfluss derartige Preisregulierung auf die gesamtwirtschaftliche Wohlfahrt ausübt, wenn der Adressat der Regulierung neben dem Preis auch über den Aktionsparameter Werbung verfügt. Die Modellergebnisse zeigen, dass der Wohlfahrtszuwachs sehr gering ausfällt, wenn nur ein Aktionsparameter reguliert wird. Diese geringe Wirksamkeit ist darauf zurückzuführen, dass eine Absenkung des Preises durch staatliche Regulierung das Werbevolumen vermindert und damit den Markt verkleinert. Vor dem Hintergrund der Modellergebnisse erscheint es wohlfahrtsökonomisch sinnvoll, entweder auf eine Preisregulierung zu verzichten, wenn die regulierten Unternehmen in der unregulierten Situation hohe Werbeaufwendungen tätigen, oder stärker den Einsatz absatzpolitischer Instrumente bei der Regulierung zu berücksichtigen, also den Einsatz der Werbung ebenfalls zu regulieren.

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    Article provided by DIW Berlin, German Institute for Economic Research in its journal Vierteljahrshefte zur Wirtschaftsforschung.

    Volume (Year): 78 (2009)
    Issue (Month): 3 ()
    Pages: 188-201

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    Handle: RePEc:diw:diwvjh:78-3-12
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    1. Sheshinski, Eytan, 1976. "Price, Quality and Quantity Regulation in Monopoly Situations," Economica, London School of Economics and Political Science, vol. 43(17), pages 127-137, May.
    2. David E.M. Sappington & David S. Sibley, 1992. "Strategic Nonlinear Pricing under Price-Cap Regulation," RAND Journal of Economics, The RAND Corporation, vol. 23(1), pages 1-19, Spring.
    3. Knieps, Günter, 2005. "Aktuelle Vorschläge zur Preisregulierung natürlicher Monopole," Discussion Papers 105, University of Freiburg, Institute for Transport Economics and Regional Policy.
    4. Daniel F. Spulber, 1989. "Regulation and Markets," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262192756, July.
    5. Ingo Vogelsang, 2003. "Price Regulation of Access to Telecommunications Networks," Journal of Economic Literature, American Economic Association, vol. 41(3), pages 830-862, September.
    6. Mark Armstrong & Simon Cowan & John Vickers, 1994. "Regulatory Reform: Economic Analysis and British Experience," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262510790, July.
    7. Baake, Pio & Kamecke, Ulrich & Wey, Christian, 2005. "A Regulatory Framework for New and Emerging Markets," MPRA Paper 2518, University Library of Munich, Germany.
    8. Knieps, Günter, 2003. "Telekommunikationsmärkte zwischen Regulierung und Wettbewerb," Discussion Papers 96, University of Freiburg, Institute for Transport Economics and Regional Policy.
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