economics of management strategy bee3027 miguel fonseca lecture 8
TRANSCRIPT
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Economics of Management StrategyBEE3027
Miguel Fonseca
Lecture 8
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Recap
• Whenever you…– … phone your mum, or switch on the light, or buy
health insurance…
• … you purchase a service or product from a chain of vertically related industries.
• We’ve looked at vertical integration in the context of firm boundaries.
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Recap
• Today, we focus on the strategic aspect of vertical integration.
• We will start by looking at the potential for efficiency gains in a vertical merger.
• We will finish by looking at the potential for the welfare losses with vertical foreclosure.
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Why should a firm acquire a supplier?
• If markets are efficient, firms will sell their output at marginal cost.
• That means that it is just as cheap to buy from an external supplier as producing in-house.
• Several problems do occur in the real world:– Incomplete contracts;– Hold-up;– Supplier market may not be perfectly competitive.
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Double marginalisation
• Let’s consider the case of an upstream firm (supplier) producing an intermediate good, and a downstream firm (retailer) producing a consumer good.
• Demand for the final good is linear: P = a - bQ
• The marginal cost of producing a unit of the intermediate good is constant and equal to c.
• Let’s first consider if the two firms merge and act as a single company.
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a
(a+c)/2
c
MR
(a-c)/2b
Monopoly Solution
Q
P
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The case of separate companies
• Now let’s assume both firms are separate monopolies.
• Lets call the price the retailer pays the supplier for each unit be equal to r.
• The retailer will maximise profits: – Πr = (P- r)Q– Q* = (a-r)/2b, P*= (a+r)/2.
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Double marginalisation (cont.)
• So the demand for the intermediate good is– Q = (a-r)/2b
• Inverting it as a function of the price of the intermediate good gives: r = a – 2bQ (note that this is the same as the retailer’s MR curve)
• So the supplier maximises her profits [Πs = (r-c)Q] with respect to Q:
• This gives Q = (a-c)/4b. r = (a+c)/2.
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Double marginalisation (cont.)
• Recall the optimal output and price by retailer:Q* = (a-r)/2b, P*= (a+r)/2.
• Plugging r = (a+c)/2 into the equilibrium output and price of the retailer, we get: Q* = (a-c)/4b and P* = (3a+c)/4.
• Both the consumer surplus AND the sum of firms’ profits are lower with separate companies!
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Double Marginalizationa
(3a+c)/4
(a+c)/2
c
MR for retailer
(a-c)/2b
MR for manufacturer
P
Q
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Double marginalisation (cont.)
• How can this be tackled?
• Two-part tariff (franchising):– Supplier charges a Fixed fee F to sell the good to
retailer and sells each unit at marginal cost.– F should not affect retailer price, as the key
condition is that MR = MC.
• Royalty arrangement– Supplier sells goods at MC but earns a percentage
of profits.
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Vertical Foreclosure
• Consider a market in which an upstream firm, U, produces an input at MC = 0.
• Each unit of input is costlessly converted into a homogenous unit of a final good by downstream firms D1 and D2.
• The final good is sold to consumers with demand function given by:P = a – bQ, Q =q1+q2
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Vertical Foreclosure
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Vertical Foreclosure
• Let’s also assume firms engage in Cournot competition.
• U sells input goods to D1 and D2 by proposing contract of the form (x, T), where – x is amount of input, and – T is payment for bundle.
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Vertical Foreclosure
• There are two important cases to consider in this case:– Public contracts;– Secret contracts.
• Public contracts are those in which D1 knows contractual terms of D2 and vice-versa.
• Secret contracts are those in which neither firm knows what terms were offered to rival.
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Vertical Foreclosure
• If contracts are public, the subgame-perfect equilibrium of this game is:– U offers to both D-firms– Both D-firms accept.
• Under this offer, both firms:– Make zero profits net of payment to U if all input is
turned into output and sold at monopoly price.
• If firms reject offer, they also make zero profit.
)2/,2/( mmq
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Vertical Foreclosure
• If contracts are secret, it may not be possible for U to achieve monopoly profit.
• Suppose D2 accepts offer from U.
• If so, it is in U’s and D1’s to agree to a contract (x*,T*), such that .
• D2 anticipates this and rejects contract.
)2/,2/( mmq
2/* mqx
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Vertical Foreclosure
• The only possible equilibrium is for U to offer contract , where firms make Cournot-Nash profits.
• In this contract, neither D-firm has an incentive to raise outputs.
• The solution for U to achieve maximum profit is to merge with one of the D-firms.
),( ccq
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Vertical Foreclosure
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Vertical Foreclosure
• Firm U-D1 sells monopoly quantity through its downstream subsidiary.
• Since it already captures full monopoly profits, it has no incentives to supply D2.
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Vertical Restraints
• Let’s broaden our analysis further and consider two possibilities:– Intra-Brand competition: competition between two
different retailers of the same brand of the product.
– Inter-Brand competition: competition between two different manufacturers/retailers with different brands the same or similar product.
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Vertical Restraints
• Retailers can invest in advertising, customer service, consumer education, all of which enhance consumer willingness to pay.
• Such investments benefit retailer but also its competitors and the manufacturer;– Thus the level of investment will be insufficient.
• Vertical restraints can ensure the optimal level of services.
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Vertical Restraints
• Could specify contractually what services should be provided, – How does one determine the right level of services? How
does one monitoring the level of services?
• This is an example of the principal-agent problem: – the manufacturer is the principal, – the retailer is the agent.
• Solution: Align the agent's payoff function with the principle's payoff function.
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The Principal-Agent Problem
• Assume Q = (A-P)s where s is the service level, then P = A - Q/s.– Assume the cost of s is increasing (diminishing marginal
returns to service).
• To maximize joint profits, there is an optimal level of service and an optimal price to the consumer.
• On his own, the retailer will set price is too high (due to double marginalization) and the service too low (due to free riding).
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Possible Solutions to the P-A Problem
• Resale Price Maintenance: Establish a minimum price that the retailer can set.– Retailers cannot use price to increase consumer
demand, so they must increase service to compete with other retailers.
– Works for some services, although not for advertising.
• Exclusive territories: Designate one retailer for a certain area.– Retailer gets all the benefits from services provided.
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Manufacturer Competition
• Vertical restraints can help manufacturers compete against rivals.
– Slotting allowances: fixed fee paid to retailers to obtain shelf space. Two-part tariff in reverse.
– Exclusive dealing: if the manufacturer provides services (e.g., training) to retailer which could benefit other manufacturers.
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Pro-competitive Effects of Vertical Restraints
• Exclusivity: gain economies of scale, lower distribution costs, achieve optimal level of services.
• Resale price maintenance: achieve optimal level of services.
• Royalty and franchise agreements: overcome double marginalization.
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Anti-competitive Effects of Vertical Restraints
• Exclusivity: facilitate collusion, foreclose markets to competitors.
• Resale price maintenance: facilitate collusion.
• Royalty and franchise agreements: foreclose markets to competitors.
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Antitrust and Vertical Restraints
• Exclusivity.– Evaluated under rule of reason: do they harm
welfare/consumers overall. Takes into account differences between intra- and inter-brand competition.
• Resale price maintenance.– Per se illegal.
• Royalty and franchise agreements.– Some limits on these agreements, evaluated under
rule of reason.