Bjørn Olav Johansen
Bjørn Olav Johansen: University of Bergen, Norway, Postal: Department of Economics, Fosswinckelsgt. 14, 5007 Bergen, Norway
Abstract: This paper illustrates how, in local retail markets, a multiproduct retailer may gain buyer power when some consumers are one-stop shoppers (multi-product shop-pers). We consider a model where independent suppliers negotiate terms of trade with a large multiproduct retailer and a group of smaller single product retailers, respectively. We find that an increase in the share of one-stop shoppers intensifies the degree of competition between the retailers, and hence reduces the overall industry profit –while at the same time enabling the multiproduct retailer to obtain discounts from its suppliers, in the form of lower fixed fees. We also show that the presence of a large retailer may positively affect the suppliers’incentives to invest in product quality or cost reductions.
152 pages, February 1, 2012
Full text files
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