¿Es racional para una gran firma minorista vender un producto de marca propia, similar a uno etiquetado de un manufacturero dominante? Un modelo de diferenciación de producto vertical
No. 90 (2022-03-01)Autor/a(es/as)
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Iván Valdés de la Fuente
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Gonzalo Escobar Elexpuru
Resumen
Se investigan las condiciones que un gran minorista debe satisfacer, a fin de aumentar la calidad de sus productos-marcas propias, hacia un mayor número de abarrotes. El resultado principal del análisis muestra que la restricción en un esquema productor-distribuidor es relajada por una mayor relación calidad-costos de producción, bajo el supuesto de que la calidad de la marca propia es endogenizada. Otro hallazgo es que la producción total del manufacturero se mantiene, lo que se explica en que esta marca es demandada por consumidores con alta voluntad de pagar. Sin embargo, el precio del bien baja, por lo que la utilidad del manufacturero decrece, cuando la calidad de la marca propia se incrementa. Esto es consistente con el argumento de que el gran minorista mejora su capacidad de negociación, cuando vende un producto sustituto similar a la etiqueta del manufacturero, lo que impacta negativamente en el precio de este último producto.
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