재판매가격 유지행위의 브랜드 간 경쟁효과
The Effects of Resale Price Maintenance on Inter-Brand Competition
0
조회
0
다운로드
2
인용
0
참고문헌
키워드
초록
본 논문은 상류시장에 복수의 생산자 브랜드가 경쟁하고 하류시장에 복수의 판매자가 경쟁하는 상황에서 상류 생산자들의 재판매가격 유지행위가 가지는 브랜드간 경쟁 효과를 분석한다. 기존 연구는 재판매가격 유지행위의 경쟁효과로서 한편으로 브랜드 내(intra-brand) 가격 경쟁이 완화되는 효과와 다른 한편으로 브랜드 간(inter-brand) 서비스 경쟁이 촉진되는 효과에 주목한다. 반면 본 논문은 판매전 서비스의 브랜드 특정성을 고려함으로써 재판매가격 유지행위가 브랜드 내뿐 아니라 브랜드 간 가격 경쟁도 완화시킬 수 있음을 보인다.
Abstract
We analyze the effect of resale price maintenance (RPM) on the inter-brandcompetition in a multi-producer and multi-distributor environment. PreviousRPM literature mainly focused either on the effect of reducing intra-brandprice competition or on the effect of promoting inter-brand servicecompetition. We take into account the brand-specificity of RPM-inducedpre-sale services and show that RPM can soften not only intra-brand but alsointer-brand price competition.
참고문헌 (16)
- 신광식, "재판매가격유지의 공정거래 법리에 대한 법경제학 분석: 골프용품 사건", 법경제학연구, 6(1), pp.45~90 (2009), 한국법경제학회
- Bang, Se Hoon., "Price Discrimination via Information Provision", Information Economics and Policy, 25(4), pp.215~224 (2013)
- Bang, Se Hoon., "Reverse Price Discrimination with Bayesian Buyers", Journal of Industrial Economics (2014)
- Bowman, Ward S. Jr., "The Prerequisites and Effects of Resale Price Maintenance", University of Chicago Law Review, 22(4), pp.825~873 (1955)
- Dobson, Paul., "The Competition Effect of Industry-wide Vertical Price Fixing in Bilateral Oligopoly", International Journal of Industrial Organization, 25(5), pp.935~962 (2007)
- European Commission, "Guidelines on Vertical Restraints", Official Journal of the European Union (2010)
- Foros, Oystein., "Resale Price Maintenance and Restrictions on Dominant Firm and Industry-Wide Adoption", International Journal of Industrial Organization, 29(2), pp.179~186 (2011)
- Klein, B., "Vertical Restraints as Contract Enforcement Mechanisms", Journal of Law and Economics, 31(2), pp.265~297 (1988)
- Loginova, Oksana, "Real and Virtual Competition", Journal of Industrial Economics, 57(2), pp.319~342 (2009)
- Rey, Patrick, "Price Control in Vertical Relations", Paper Presented at the Pros and Cons of Vertical Restraints Seminar Held by Swedish Competition Authority (2008)
- Rey, Patrick, "Handbook of Antitrust Economics" (2008), MIT Press
- Rey, Patrick., "Resale Price Maintenance and Interlocking Relationships", Journal of Industrial Economics, 58(4), pp.928~961 (2010)
- Schulz, Norbert, "Does the Service Argument Justify Resale Price Maintenance?", Journal of Institutional and Theoretical Economics, 163(2), pp.236~255 (2007)
- Telser, L. G., "Why Should Manufacturers Want Fair Trade?", Journal of Law and Economics, 3, pp.86~105 (1960)
- U.S. Supreme Court, "Leegin Creative Leather Products", pp.551~ (2007), PSKS, Inc.
- Winter, Ralph A., "Vertical Control, Price Versus Non-Price Competition", Quarterly Journal of Economics, 108(1), pp.61~76 (1993)