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Reverse First-mover and Second-mover Advantage in a Vertical Structure

Author

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  • Lee, DongJoon
  • Choi, Kangsik
  • Hwang, Kyu-Chan

Abstract

This paper examines the issue of the first-mover and second-mover advantage in a vertical structure in which each manufacturer trades with a separated retailer via two-part tariffs. Compared to the canonical result in one-tier market, we find that the manufacturers' preference orderings over sequential versus simultaneous play are reversed in a vertical structure. We show that the Stackelberg leader (Stackelberg follower) had the first (second)-mover advantage in the downstream Cournot (Bertrand) competition. The first (second)-mover advantage compels its manufacturer to set the wholesale price higher than that of rival. Finally, we show that the manufacturer in which its retailer moves second (first) in a downstream Stackelberg Cournot (Bertrand) competition earns higher profits than the other in which its retailer moves first (second) in a downstream Stackelberg Cournot (Bertrand) competition.

Suggested Citation

  • Lee, DongJoon & Choi, Kangsik & Hwang, Kyu-Chan, 2014. "Reverse First-mover and Second-mover Advantage in a Vertical Structure," MPRA Paper 59803, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:59803
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    References listed on IDEAS

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    More about this item

    Keywords

    First- and Second-mover Advantage; Two-part Tariffs; Vertical Structure.;
    All these keywords.

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation

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