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Jürges, Hendrik

The B.E. Journal of Economic Analysis & Policy

Editor-in-Chief: Ludwig, Sandra / Schmitz, Hendrik

Ed. by Barigozzi, Francesca / Brunner, Johann / Fleck, Robert / Mastrobuoni, Giovanni / Mendola, Mariapia / Requate, Till / de Vries, Frans / Wenzel, Tobias

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5-year IMPACT FACTOR: 0.556

CiteScore 2018: 0.54

SCImago Journal Rank (SJR) 2018: 0.356
Source Normalized Impact per Paper (SNIP) 2018: 0.394

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Volume 12, Issue 1


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Volume 1 (2001)

When Do Independent Distributors Undersupply Promotional Services?

Hans Zenger
Published Online: 2012-12-17 | DOI: https://doi.org/10.1515/1935-1682.3352


In antitrust practice, it is often argued that independent distributors of goods have an incentive to supply lower levels of brand-specific promotional services than a vertically integrated supplier. This paper outlines the conditions under which this claim is correct. Independent distributors have lower incentives to engage in promotion (i) if economies of scale exist in the provision of promotional services and (ii) if consumers with lower willingness to pay over-proportionally respond to promotional activity. When these conditions do not hold, independent distributors may actually supply more promotional services than integrated distributors.

Keywords: service provision; independent distributors; vertical integration; double marginalization

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Published Online: 2012-12-17

Citation Information: The B.E. Journal of Economic Analysis & Policy, Volume 12, Issue 1, ISSN (Online) 1935-1682, DOI: https://doi.org/10.1515/1935-1682.3352.

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