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Vertical Integration and Internet Strategies in the Apparel Industry

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  • Robert H. Gertner
  • Robert S. Stillman

Abstract

We explore the relationship between vertical scope and the ability to respond to a significant economic shock by studying how firms in the apparel industry have adapted to the Internet. We find that vertically integrated specialty retailers, e.g., The Gap, tended to start on‐line sales sooner than non‐integrated vendors, e.g., Nautica, and department stores. We also find that the products of vertically integrated retailers are more available on‐line than those of non‐integrated vendors. These results are consistent with greater contractual barriers, coordination costs and incentive problems that non‐integrated brands face relative to integrated companies in responding to the e‐commerce opportunity.

Suggested Citation

  • Robert H. Gertner & Robert S. Stillman, 2001. "Vertical Integration and Internet Strategies in the Apparel Industry," Journal of Industrial Economics, Wiley Blackwell, vol. 49(4), pages 417-440, December.
    • Handle: RePEc:bla:jindec:v:49:y:2001:i:4:p:417-440
    DOI: 10.1111/1467-6451.00156
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    Cited by:

    1. Ricardo Alonso & Wouter Dessein & Niko Matouschek, 2015. "Organizing to Adapt and Compete," American Economic Journal: Microeconomics, American Economic Association, vol. 7(2), pages 158-187, May.
    2. Joanne Loundes, 2002. "Cost Focussed Firms and Internet Usage," Melbourne Institute Working Paper Series wp2002n29, Melbourne Institute of Applied Economic and Social Research, The University of Melbourne.
    3. Joanne Loundes, 2002. "Business Use of the Internet in Australia," Melbourne Institute Working Paper Series wp2002n20, Melbourne Institute of Applied Economic and Social Research, The University of Melbourne.
    4. Noriaki Matsushima & Tomomichi Mizuno, 2007. "Why do large firms tend to integrate vertically? - asymmetric vertical integration reconsidered -," Discussion Papers 2007-34, Kobe University, Graduate School of Business Administration.
    5. Sen, Alper, 2008. "The US fashion industry: A supply chain review," International Journal of Production Economics, Elsevier, vol. 114(2), pages 571-593, August.
    6. Chris Forman & Avi Goldfarb & Shane Greenstein, 2002. "Digital Dispersion: An Industrial and Geographic Census of Commerical Internet Use," NBER Working Papers 9287, National Bureau of Economic Research, Inc.
    7. Noriaki Matsushima & Tomomichi Mizuno, 2010. "How do market structures affect decisions on vertical integration/separation?," ISER Discussion Paper 0770, Institute of Social and Economic Research, Osaka University.
    8. Dessein, Wouter, 2012. "Incomplete Contracts and Firm Boundaries: New Directions," CEPR Discussion Papers 9019, C.E.P.R. Discussion Papers.

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