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Flagship Entry in Online Marketplaces

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  • Ginger Zhe Jin
  • Zhentong Lu
  • Xiaolu Zhou
  • Lu Fang

Abstract

In this paper, we empirically study how flagship entry in an online marketplace affects consumers, the platform, and various sellers on the platform. We find flagship entry may benefit consumers by expanding the choice set, by intensifying price competition within the entry brand, and by improving consumer perception for parts of the platform. In the meantime, flagship entry cannibalizes the sales of same-brand sellers, while other brands may gain as the buyer base expands on the platform. Counterfactual simulation suggests that flagship entry improves the gross merchandise value (GMV) of the platform and overall consumer welfare in most cases.

Suggested Citation

  • Ginger Zhe Jin & Zhentong Lu & Xiaolu Zhou & Lu Fang, 2021. "Flagship Entry in Online Marketplaces," NBER Working Papers 29239, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:29239
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    References listed on IDEAS

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    More about this item

    JEL classification:

    • D4 - Microeconomics - - Market Structure, Pricing, and Design
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance
    • L8 - Industrial Organization - - Industry Studies: Services

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