The Welfare effects of direct-to-consumer salese
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/27275 |
Resumo: | Cutting off the intermediary and selling directly to consumers is an increasingly common strategy by manufacturers in many industries. Its impact on prices, profits and consumer welfare is theoretically ambiguous. It leads to an increase in competition and a larger variety of products, which tends to lower prices and increase consumer welfare. However, it may also strengthen manufacturers’ bargaining leverage when negotiating fees with retailers, which pressures prices upward, potentially offsetting the competition effect and the gains from variety. To understand and quantify this trade-off we use data on the outdoor advertising industry, which permits us to estimate demand for advertising products and a model of wholesale price bargaining and downstream price setting. We then simulate the removal of the direct-to-consumer channel in various scenarios to disentangle the effects above. We find that they are significant, though the competition effect dominates. The effect of directto-consumer sales in our setting is lower prices, higher manufacturer profits, lower retailer profits, higher consumer welfare and total welfare. |
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Yoshida, Renan ChavesEscolas::EPGESant'Anna, Marcelo Castello BrancoSanches, Fábio Adriano MiessiTrindade, André Garcia de Oliveira2019-03-25T18:24:01Z2019-03-25T18:24:01Z2019-03-20https://hdl.handle.net/10438/27275Cutting off the intermediary and selling directly to consumers is an increasingly common strategy by manufacturers in many industries. Its impact on prices, profits and consumer welfare is theoretically ambiguous. It leads to an increase in competition and a larger variety of products, which tends to lower prices and increase consumer welfare. However, it may also strengthen manufacturers’ bargaining leverage when negotiating fees with retailers, which pressures prices upward, potentially offsetting the competition effect and the gains from variety. To understand and quantify this trade-off we use data on the outdoor advertising industry, which permits us to estimate demand for advertising products and a model of wholesale price bargaining and downstream price setting. We then simulate the removal of the direct-to-consumer channel in various scenarios to disentangle the effects above. We find that they are significant, though the competition effect dominates. The effect of directto-consumer sales in our setting is lower prices, higher manufacturer profits, lower retailer profits, higher consumer welfare and total welfare.engDirect-to-consumer salesBargainingOutdoor advertisingVendas diretas ao consumidorBarganhaAdministração de empresasVenda diretaNegociaçãoPublicidadeAnúncios ao ar livreThe Welfare effects of direct-to-consumer saleseinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis2019-03-20info:eu-repo/semantics/openAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVTEXTdissertation_final.pdf.txtdissertation_final.pdf.txtExtracted texttext/plain61555https://repositorio.fgv.br/bitstreams/89ccc3a4-4f77-45fe-a253-133320da0e84/download101cd6697e55010eab972b74bf97afffMD56PDF.txtPDF.txtExtracted 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|
dc.title.eng.fl_str_mv |
The Welfare effects of direct-to-consumer salese |
title |
The Welfare effects of direct-to-consumer salese |
spellingShingle |
The Welfare effects of direct-to-consumer salese Yoshida, Renan Chaves Direct-to-consumer sales Bargaining Outdoor advertising Vendas diretas ao consumidor Barganha Administração de empresas Venda direta Negociação Publicidade Anúncios ao ar livre |
title_short |
The Welfare effects of direct-to-consumer salese |
title_full |
The Welfare effects of direct-to-consumer salese |
title_fullStr |
The Welfare effects of direct-to-consumer salese |
title_full_unstemmed |
The Welfare effects of direct-to-consumer salese |
title_sort |
The Welfare effects of direct-to-consumer salese |
author |
Yoshida, Renan Chaves |
author_facet |
Yoshida, Renan Chaves |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EPGE |
dc.contributor.member.none.fl_str_mv |
Sant'Anna, Marcelo Castello Branco Sanches, Fábio Adriano Miessi |
dc.contributor.author.fl_str_mv |
Yoshida, Renan Chaves |
dc.contributor.advisor1.fl_str_mv |
Trindade, André Garcia de Oliveira |
contributor_str_mv |
Trindade, André Garcia de Oliveira |
dc.subject.eng.fl_str_mv |
Direct-to-consumer sales Bargaining Outdoor advertising |
topic |
Direct-to-consumer sales Bargaining Outdoor advertising Vendas diretas ao consumidor Barganha Administração de empresas Venda direta Negociação Publicidade Anúncios ao ar livre |
dc.subject.por.fl_str_mv |
Vendas diretas ao consumidor Barganha |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Venda direta Negociação Publicidade Anúncios ao ar livre |
description |
Cutting off the intermediary and selling directly to consumers is an increasingly common strategy by manufacturers in many industries. Its impact on prices, profits and consumer welfare is theoretically ambiguous. It leads to an increase in competition and a larger variety of products, which tends to lower prices and increase consumer welfare. However, it may also strengthen manufacturers’ bargaining leverage when negotiating fees with retailers, which pressures prices upward, potentially offsetting the competition effect and the gains from variety. To understand and quantify this trade-off we use data on the outdoor advertising industry, which permits us to estimate demand for advertising products and a model of wholesale price bargaining and downstream price setting. We then simulate the removal of the direct-to-consumer channel in various scenarios to disentangle the effects above. We find that they are significant, though the competition effect dominates. The effect of directto-consumer sales in our setting is lower prices, higher manufacturer profits, lower retailer profits, higher consumer welfare and total welfare. |
publishDate |
2019 |
dc.date.accessioned.fl_str_mv |
2019-03-25T18:24:01Z |
dc.date.available.fl_str_mv |
2019-03-25T18:24:01Z |
dc.date.issued.fl_str_mv |
2019-03-20 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
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publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/27275 |
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https://hdl.handle.net/10438/27275 |
dc.language.iso.fl_str_mv |
eng |
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eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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