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Buyer Power through Producer's Differentiation

  • Claire Chambolle

    (CECO - Laboratoire d'econometrie de l'école polytechnique - CNRS : UMR7657 - Polytechnique - X)

  • Sofia Villas-Boas

    (UC Berkeley)

Cet article montre que des distributeurs peuvent décider d'offrir des produits différenciés, non pas pour relâcher la concurrence horizontale, mais pour accroître leur pouvoir d'achat vis-à-vis de leur fournisseur. Nous analysons un modèle simple où deux producteurs offrent des produits différenciés en qualité à deux distributeurs en activité sur des marches séparés qui ne peuvent offrir qu'un seul produit aux consommateurs. A la première étape du jeu, les distributeurs choisissent quel produit mettre en rayon, puis chaque distributeur et son fournisseur négocient sur un contrat de tarif binôme. Enfin, les distributeurs choisissent leur quantités. Lorsque les coûts de production sont convexes, la part des profits joint revenant au distributeur est plus élevée lorsque les distributeurs choisissent de se différencier. L'origine de la différenciation peut donc être uniquement liée au désir des distributeurs d'accroître leur pouvoir d'achat: via la différenciation des fournisseurs, le distributeur obtient une plus large part de profits joints plus faibles. Ce résultat est robuste lorsque l'on introduit de la concurrence en aval. Nous mettons en évidence les conséquences de cette stratégie de différenciation sur le surplus des consommateurs.

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Date of creation: 2007
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Handle: RePEc:hal:wpaper:hal-00243058
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