Exclusive Dealing and Market Share: Evidence from Distribution Contract Changes in the U.S. Beer Industry
2012/12/18
研討會日期 : 2012-12-18
時間 : 14:30
主講人 : Professor Chia-Wen Chen
地點 : Conference Room B110
演講者簡介 : Chia-Wen Chen received her Ph.D. in Economics from University of California, Davis in 2011. She is currently serving as Assistant Professor of Economics at National Taipei University. Her research field is in industrial organization, regulation and antitrust, and applied econometrics.
演講摘要 : This paper examines the effect of allowing a brand's access to an exclusive distribution network on market shares. In 2006, Anheuser Busch announced a distribution agreement with InBev that moved InBev brands into Anheuser Busch distribution networks. Using a panel scanner dataset from a grocery chain in Northern California, I find that InBev market share to be higher once allowed access to Anheuser Busch exclusive distribution networks. In addition, I find that when InBev brands were dropped by a distribution network, brands within the same distribution network gained market shares. The results indicate that services provided by distributors may have substitutable effect and are consistent with an incentive-based explanation for firms preferring exclusive contracts.
