1. Making Sense of Non-Binding Retail-Price Recommendations
- Author
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Stefan Buehler, Dennis L. Gärtner, and University of Zurich
- Subjects
vertical relationships ,Betriebliche Preispolitik ,Unvollkommener Markt ,Lieferanten-Kunden-Beziehung ,jel:D23 ,Relational contract ,jel:D43 ,Social and Behavioral Sciences ,Profit (economics) ,Communication device ,Verhalten in Organisationen ,Microeconomics ,Information asymmetry ,10007 Department of Economics ,asymmetric information ,0502 economics and business ,ddc:330 ,Economics ,Business ,SOI Socioeconomic Institute (former) ,050207 economics ,price recommendations ,vertical relationships, relational contracts, asymmetric information, price recommendations ,Private information retrieval ,Preisbindung ,L14 ,050208 finance ,L15 ,Consumer demand ,05 social sciences ,330 Economics ,Unvollständiger Vertrag ,Asymmetrische Information ,relational contracts ,Business, Social and Behavioral Sciences ,jel:L15 ,jel:L14 ,D23 ,D43 ,Theorie - Abstract
We model non-binding retail-price recommendations (RPRs) as a communication device facilitating coordination in vertical supply relations. Assuming both repeated vertical trade and asymmetric information about production costs, we show that RPRs may be part of a relational contract, communicating private information from manufacturer to retailer that is indispensable for maximizing joint surplus. We show that this contract is self-enforcing if the retailer’s profit is independent of production costs and punishment strategies are chosen appropriately. We also extend our analysis to settings where consumer demand is variable or depends directly on the manufacturer’s RPRs. Keywords: vertical relationships, relational contracts, asymmetric information, price recommendations. JEL Classification: D23; D43; L14; L15.
- Published
- 2011