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Upgrade pricing, market growth, and social welfare

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  • Zhao, Hao
  • Jagpal, Sharan

Abstract

This paper studies the monopolist's dynamic pricing strategy when introducing successive generations of a durable product. We show that when consumers are semi-anonymous or exactly identified and the innovation is minor, the firm always offers an upgrade discount to former customers. However, the discount depends only on the quality of the old product. In contrast, for moderate and major innovations, the discount depends on the qualities and costs of both the old and the new products. The market growth rate affects the firm's pricing strategy only if consumers are anonymous; furthermore, the effect on prices depends on the discount rate and whether the market growth rate is high or low. For minor innovations, social welfare is maximized if consumers are anonymous. An interesting and paradoxical result is that, when innovations are moderate or major and consumers are semi-anonymous or exactly identified, price discrimination can actually lead to higher social welfare.

Suggested Citation

  • Zhao, Hao & Jagpal, Sharan, 2009. "Upgrade pricing, market growth, and social welfare," Journal of Business Research, Elsevier, vol. 62(7), pages 713-718, July.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:7:p:713-718
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    References listed on IDEAS

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    1. Daniel A. Levinthal & Devavrat Purohit, 1989. "Durable Goods and Product Obsolescence," Marketing Science, INFORMS, vol. 8(1), pages 35-56.
    2. Barry L. Bayus, 1992. "The Dynamic Pricing of Next Generation Consumer Durables," Marketing Science, INFORMS, vol. 11(3), pages 251-265.
    3. Laura J. Kornish, 2001. "Pricing for a Durable-Goods Monopolist Under Rapid Sequential Innovation," Management Science, INFORMS, vol. 47(11), pages 1552-1561, November.
    4. K. Sridhar Moorthy & I. P. L. Png, 1992. "Market Segmentation, Cannibalization, and the Timing of Product Introductions," Management Science, INFORMS, vol. 38(3), pages 345-359, March.
    5. Drew Fudenberg & Jean Tirole, 1998. "Upgrades, Tradeins, and Buybacks," RAND Journal of Economics, The RAND Corporation, vol. 29(2), pages 235-258, Summer.
    6. Anirudh Dhebar, 1994. "Durable-Goods Monopolists, Rational Consumers, and Improving Products," Marketing Science, INFORMS, vol. 13(1), pages 100-120.
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    Cited by:

    1. Mahdi Mahmoudzadeh, 2020. "On the Non‐Equivalence of Trade‐ins and Upgrades in the Presence of Framing Effect: Experimental Evidence and Implications for Theory," Production and Operations Management, Production and Operations Management Society, vol. 29(2), pages 330-352, February.
    2. Wang, Qunwei & Fan, Zining, 2023. "Green finance and investment behavior of renewable energy enterprises: A case study of China," International Review of Financial Analysis, Elsevier, vol. 87(C).

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