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Entry Deterrence, Product Quality: Price and Advertising as Signals

Author

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  • Laurent Linnemer

    (CREST - Centre de Recherche en Économie et Statistique - ENSAI - Ecole Nationale de la Statistique et de l'Analyse de l'Information [Bruz] - Groupe ENSAE-ENSAI - Groupe des Écoles Nationales d'Économie et Statistique - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - ENSAE Paris - École Nationale de la Statistique et de l'Administration Économique - Groupe ENSAE-ENSAI - Groupe des Écoles Nationales d'Économie et Statistique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique)

Abstract

I analyze the marketing strategy of an incumbent monopolist facing a threat of entry. Product quality is unknown to consumers, and the monopolist's cost is unknown to the potential entrant. The incumbent uses both price and advertising to signal cost and quality. The monopolist faces a dilemma because signaling a high quality attracts customers but requires a high price, whereas signaling low cost prevents entry but requires a low price. I characterize the unique (stable) separating equilibrium and show that dissipative advertising may be used, while it is never used if either quality or cost is known. Some equilibria may involve pooling on cost. A welfare analysis indicates that potential entry may improve welfare and that the effect of unknown quality is not always negative when it interferes with entry deterrence.
(This abstract was borrowed from another version of this item.)

Suggested Citation

  • Laurent Linnemer, 1998. "Entry Deterrence, Product Quality: Price and Advertising as Signals," Post-Print hal-01629766, HAL.
    • Handle: RePEc:hal:journl:hal-01629766
    DOI: 10.1111/j.1430-9134.1998.00615.x
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    Cited by:

    1. Daughety, Andrew F. & Reinganum, Jennifer F., 2007. "Competition and confidentiality: Signaling quality in a duopoly when there is universal private information," Games and Economic Behavior, Elsevier, vol. 58(1), pages 94-120, January.
    2. Bontems, Philippe & Mahenc, Philippe, 2014. "Signaling quality in vertical relationships," TSE Working Papers 14-467, Toulouse School of Economics (TSE).
    3. Linnemer, Laurent, 2002. "Price and advertising as signals of quality when some consumers are informed," International Journal of Industrial Organization, Elsevier, vol. 20(7), pages 931-947, September.
    4. Kyle Bagwell, 2007. "Signalling and entry deterrence: a multidimensional analysis," RAND Journal of Economics, RAND Corporation, vol. 38(3), pages 670-697, September.
    5. Alex Barrachina & Yair Tauman & Amparo Urbano Salvador, 2014. "Entry with Two Correlated Signals," Discussion Papers in Economic Behaviour 0714, University of Valencia, ERI-CES.
    6. Andrew F. Daughety & Jennifer F. Reinganum, 2008. "Imperfect competition and quality signalling," RAND Journal of Economics, RAND Corporation, vol. 39(1), pages 163-183, March.
    7. Andrew F. Daughety & Jennifer F. Reinganum, 2005. "Secrecy and Safety," American Economic Review, American Economic Association, vol. 95(4), pages 1074-1091, September.
    8. Rupayan Pal & Bibhas Saha, 2008. "Union-oligopoly bargaining and entry deterrence: a reassessment of limit pricing," Journal of Economics, Springer, vol. 95(2), pages 121-147, November.
    9. Francesca Barigozzi & Paolo G. Garella & Martin Peitz, 2009. "With a Little Help from My Enemy: Comparative Advertising as a Signal of Quality," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 18(4), pages 1071-1094, December.
    10. Fluet, Claude & Garella, Paolo G., 2002. "Advertising and prices as signals of quality in a regime of price rivalry," International Journal of Industrial Organization, Elsevier, vol. 20(7), pages 907-930, September.
    11. Whelan Adele, 2019. "Entry Deterrence, Coordinating Advertising and Pricing in Markets with Consumption Externalities," The B.E. Journal of Theoretical Economics, De Gruyter, vol. 19(2), pages 1-16, June.
    12. Alex Barrachina & Yair Tauman & Amparo Urbano, 2021. "Entry with two correlated signals: the case of industrial espionage and its positive competitive effects," International Journal of Game Theory, Springer;Game Theory Society, vol. 50(1), pages 241-278, March.
    13. Meng, Dawen & Tian, Guoqiang, 2013. "Entry-Deterring Nonlinear Pricing with Bounded Rationality," MPRA Paper 57935, University Library of Munich, Germany, revised May 2014.
    14. Utaka, Atsuo, 2008. "Pricing strategy, quality signaling, and entry deterrence," International Journal of Industrial Organization, Elsevier, vol. 26(4), pages 878-888, July.
    15. Patrick Rey & Jean Tirole, 1997. "Analyse économique de la notion de prix de prédation," Revue Française d'Économie, Programme National Persée, vol. 12(1), pages 3-32.
    16. Kretschmer, Tobias & Rösner, Mariana, 2010. "Increasing Dominance - the Role of Advertising, Pricing and Product Design," Discussion Papers in Business Administration 11500, University of Munich, Munich School of Management.
    17. Yutian Chen & Wei Tan, 2012. "A Theory on Predatory Advertising After a Demand-Reducing Shock," Eastern Economic Journal, Palgrave Macmillan;Eastern Economic Association, vol. 38(4), pages 460-478.
    18. Laurent Linnemer, 2011. "Caught In A Stranglehold? Advertising: What Else?," Manchester School, University of Manchester, vol. 79(1), pages 63-80, January.
    19. Peter-J. Jost & Stefanie Schubert & Miriam Zschoche, 2015. "Incumbent positioning as a determinant of strategic response to entry," Small Business Economics, Springer, vol. 44(3), pages 577-596, March.
    20. Pei-Cheng Liao, 2014. "Input Prices as Signals of Costs to a Downstream Rival and Customer," The Japanese Economic Review, Japanese Economic Association, vol. 65(3), pages 414-430, September.
    21. Lin Yuanfang & Narasimhan Chakravarthi, 2020. "Persuasive Advertising in a Vertically Differentiated Competitive Marketplace," Review of Marketing Science, De Gruyter, vol. 18(1), pages 145-177, September.

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