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Resale Price Maintenance and Manufacturer Competition for Exclusive Dealerships

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  • Perry, Martin K
  • Besanko, David

Abstract

Two manufacturers distribute their brands through exclusive retail dealers and must compete for consumers indirectly by inducing retailers to carry their brands. The authors compare equilibrium outcomes with and without resale price maintenance. Maximum resale price maintenance lowers the retail price if manufacturers cannot employ franchise fees. Minimum retail price maintenance raises the retail price if manufacturers cannot set a wholesale price above marginal cost and must employ only a franchise fee. However, these traditional insights are reversed if manufacturers can set both a wholesale price and a franchise fee in the equilibrium without retail price maintenance. Copyright 1991 by Blackwell Publishing Ltd.

Suggested Citation

  • Perry, Martin K & Besanko, David, 1991. "Resale Price Maintenance and Manufacturer Competition for Exclusive Dealerships," Journal of Industrial Economics, Wiley Blackwell, vol. 39(5), pages 517-544, September.
    • Handle: RePEc:bla:jindec:v:39:y:1991:i:5:p:517-44
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    Cited by:

    1. Xiang Fang & Jun Ru & Yunzeng Wang, 2021. "The Effect of List Price on Channel Performance with Consignment," Production and Operations Management, Production and Operations Management Society, vol. 30(1), pages 235-252, January.
    2. Tommy Staahl Gabrielsen & Lars Sørgard, 1999. "Exclusive versus Common Dealership," Southern Economic Journal, John Wiley & Sons, vol. 66(2), pages 353-366, October.
    3. Foros, Øystein & Kind, Hans Jarle & Shaffer, Greg, 2011. "Resale price maintenance and restrictions on dominant firm and industry-wide adoption," International Journal of Industrial Organization, Elsevier, vol. 29(2), pages 179-186, March.
    4. Moner-Colonques, Rafael, 2006. "The tradeoffs between retail service and exclusivity in distribution: Welfare and policy implications," International Review of Law and Economics, Elsevier, vol. 26(2), pages 241-261, June.
    5. Oana Secrieru, 2006. "The Economic Theory Of Vertical Restraints," Journal of Economic Surveys, Wiley Blackwell, vol. 20(5), pages 797-822, December.
    6. Dulleck, Uwe & Kerschbamer, Rudolf, 2009. "Experts vs. discounters: Consumer free-riding and experts withholding advice in markets for credence goods," International Journal of Industrial Organization, Elsevier, vol. 27(1), pages 15-23, January.
    7. Kerschbamer, Rudolf & Dulleck, Uwe, 2005. "Experts vs Discounters: Competition and Market Unravelling When Consumers Do Not Know What they Need," CEPR Discussion Papers 5242, C.E.P.R. Discussion Papers.
    8. Reiffen, David, 1999. "On the equivalence of resale price maintenance and quantity restrictions," International Journal of Industrial Organization, Elsevier, vol. 17(2), pages 277-288, February.
    9. Lee, Cheryl Hill & Schluter, Gerald E., 2002. "Why Do Food Manufacturers Introduce New Products?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-10, March.
    10. Hyun Jae Doh, 2010. "Multi-Product Retail Competition and Minimum Resale Price Maintenance," Korean Economic Review, Korean Economic Association, vol. 26, pages 361-400.
    11. Greg Shaffer, 1994. "Rendering Alternative Offerings Less Profitable with Resale Price Maintenance," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 3(4), pages 639-662, December.
    12. Matthias Hunold & Johannes Muthers, 2011. "Resale Price Maintenance: Hurting Competitors, Consumers and Yourself," Working Papers 100, Bavarian Graduate Program in Economics (BGPE).
    13. Cindy R. Alexander & David Reiffen, 1995. "Vertical Contracts as Strategic Commitments: How are They Enforced?," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 4(4), pages 623-649, December.
    14. Jung Choong-Young & Kim Jae-Cheol & Lee Sang-Ho, 2000. "An Incentive Contract With Asymmetric Information," International Economic Journal, Taylor & Francis Journals, vol. 14(1), pages 99-110.

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