Ausschließlichkeitsbindungen als Anreiz zum Handelsmarketing — Eine Untersuchung zur Gestaltung von Distributionssystemen

Summary Exclusive dealing clauses are relevant in many distribution relationships. These clauses are often just part of an overall contractual arrangement between the parties in the distribution channel. It is argued that a producer is interested in an exclusive dealing arrangement not only because it allows him to build up entry barriers but also because it compels the dealer to concentrate marketing activities on its products and thereby to increase its selling volume. Consequently, the producer expects to profit from an exclusive dealing clause. On the other hand, the dealer bears costs because he renounces the right to sell competiting products. It is examined under which conditions the producer’s gains can compensate the dealer’s losses. Brand names as well as specific investments are identified as key elements for explaining the existence of exclusive dealing contracts.