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Differentiated Entry or “Me-Too” Entry in Bertrand and Cournot Oligopoly

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  • James A. Brander

    (University of British Columbia)

  • Barbara J. Spencer

    (University of British Columbia)

Abstract

When would an oligopolistic entrant imitate an incumbent’s product (“me-too” entry), rather than horizontally differentiate? We allow an entrant's product choice to vary endogenously with the cost of product differentiation. Such endogenity of product differentiation significantly affects the comparison of Bertrand and Cournot duopoly. We find that if Bertrand entry occurs, products are differentiated, whereas there is a substantial region in which Cournot entry involves a homogenous product. Bertrand prices may be higher than Cournot prices; and, if product differentiation costs are low enough to induce Cournot differentiated entry, then Bertrand industry profit equals or exceeds Cournot industry profit.

Suggested Citation

  • James A. Brander & Barbara J. Spencer, 2022. "Differentiated Entry or “Me-Too” Entry in Bertrand and Cournot Oligopoly," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 60(1), pages 1-27, February.
    • Handle: RePEc:kap:revind:v:60:y:2022:i:1:d:10.1007_s11151-021-09822-1
    DOI: 10.1007/s11151-021-09822-1
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    References listed on IDEAS

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    Cited by:

    1. Jing Fang & Jingyi Huang & Chenhang Zeng, 2024. "Passive cross‐holdings, horizontal differentiation, and welfare," Bulletin of Economic Research, Wiley Blackwell, vol. 76(2), pages 508-528, April.

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    More about this item

    Keywords

    Bertrand; Cournot; Entry; Horizontal product differentiation; Me-too products;
    All these keywords.

    JEL classification:

    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

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