研討日期

2016130日上午12:00 ~ 13:10

研討地點

台大社會科學院710討論

主講題目

The Strategic Effect of Bundling: A New Perspective

作者

Andrea Mantovani

文獻出處

Review of Industrial Organization (2013) 42:25-43

主講人

暳陵

參加人員

周冰瑤、鍾暳陵、曹古駒、劉乙人、林燕淑、陳金盛、陳宏易、梁文榮、王光正、丁虹仁

摘要

This paper investigates the strategic effect of the bundling strategy that is adopted by a multi-product firm that produces two complementary goods and faces one single-product rival in each market. I consider both the Cournot and Bertrand cases. When firms compete in quantities, bundling is completely ineffective.  Under

price competition, selling as a package is profitable when market competition is particularly tough. In such circumstances, the multi-product firm resorts to bundling to dampen the negative impact of low brand differentiation and/or scarce product complementarity.

However, overall prices increase as a result of bundling, and not only

consumer surplus, but also total social welfare, shrink.