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Concentration, Market Power, and Misallocation: The Role of Endogenous Customer Acquisition

Author

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  • Hassan Afrouzi
  • Andres Drenik
  • Ryan Kim

Abstract

This paper explores how different margins of market share are related to markups. Using merged microdata on producers and consumers, we document that a firm’s market share is mainly related to its number of customers, while its price-cost markup is associated only with its average sales per customer. We develop a new model that reflects this empirical evidence and the endogenous nature of customer acquisition. When calibrated, this model predicts a higher degree of markup dispersion, which suggests greater efficiency losses due to customer misallocation. An analysis of the efficient allocation in this model reveals that compared with the equilibrium, aggregate TFP and output are 10.8% and 14% higher, respectively.

Suggested Citation

  • Hassan Afrouzi & Andres Drenik & Ryan Kim, 2023. "Concentration, Market Power, and Misallocation: The Role of Endogenous Customer Acquisition," NBER Working Papers 31415, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:31415
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    Cited by:

    1. Jeremy Pearce & Liangjie Wu, 2024. "Brand Reallocation and Market Concentration," Staff Reports 1116, Federal Reserve Bank of New York.

    More about this item

    JEL classification:

    • D24 - Microeconomics - - Production and Organizations - - - Production; Cost; Capital; Capital, Total Factor, and Multifactor Productivity; Capacity
    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • D61 - Microeconomics - - Welfare Economics - - - Allocative Efficiency; Cost-Benefit Analysis
    • E22 - Macroeconomics and Monetary Economics - - Consumption, Saving, Production, Employment, and Investment - - - Investment; Capital; Intangible Capital; Capacity

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