A note on ‘Corporate Social Responsibility and Marketing Channel Coordination’
Goering (2012) works on a bilateral monopoly with perfect marketing channel coordination to analyze the effects of corporate social responsibility. He starts the analysis of a bilateral monopoly with socially concerned firms where either the manufacturer or the retailer is additionally to its profit interested in a share of consumer surplus. In this short note, we extend this analysis and study the case where both firms are socially concerned. As a result, we enlarge the analysis started by Goering (2012) and get further interesting insights into a bilateral monopoly with corporate social responsibility. First, we are able to summarize ‘Proposition 1’ and ‘Proposition 4’ into a common one and figure out the circumstances when the wholesale price fixed by the manufacturer is below marginal costs. Second, we explain analytically the findings from ‘Proposition 3’ and ‘Proposition 6’. We point out the model's key assumption – the perfectly coordinated marketing channel – as the driver of the results and the reason for the equilibrium results' independence from retailer's social concern.
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- Kopel, Michael & Brand, Björn, 2012. "Socially responsible firms and endogenous choice of strategic incentives," Economic Modelling, Elsevier, vol. 29(3), pages 982-989.
- Goering, Gregory E., 2012. "Corporate social responsibility and marketing channel coordination," Research in Economics, Elsevier, vol. 66(2), pages 142-148.
- Jean Tirole, 1988. "The Theory of Industrial Organization," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262200716.
- Gregory E. Goering, 2007. "The strategic use of managerial incentives in a non-profit firm mixed duopoly," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 28(2), pages 83-91.
- Abel P. Jeuland & Steven M. Shugan, 1983. "Managing Channel Profits," Marketing Science, INFORMS, vol. 2(3), pages 239-272.
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