Strategic Pricing Behavior under Asset Value Maximization

In this paper, we empirically evaluate strategic pricing behavior and shareholder delegation of financial market objectives in the U.S. butter and margarine market. Shareholders are assumed to maximize the value of firm assets according to a certainty equivalent capital asset pricing model (CAPM). The delegation setup instructs managers to maximize a linear combination of firm profits and shareholder equity values. A key result from the analysis is that a test of financial market influences cannot be rejected in the product market for butter and margarine. Product market competition is best described using a conjectural variation model of industrial organization. Estimates of Lerner Indexes suggest significant market power and counterfactual simulations point toward significant biases in estimated Lerner Indexes when capital market dimensions are ignored or if the wrong market structure is assumed. Dans le présent article, nous avons effectué l'évaluation empirique de comportements stratégiques dans la détermination des prix et la délégation d'objectifs financiers de la part d'actionnaires sur le marchéétatsunien du beurre et de la margarine. Nous avons supposé que les actionnaires maximisent la valeur de l'actif d'une firme selon l'équivalent certain du modèle d'évaluation des actifs financiers (MEDAF). La structure de la délégation amène les gestionnaires à maximiser une combinaison linéaire des profits de la firme et de la valeur nette des actions. L'un des principaux résultats de l'analyse est qu'un test des influences du marché des capitaux sur le marché des produits ne peut être rejeté pour le cas du beurre et de la margarine. La concurrence sur le marché des produits est plus adéquatement caractérisée par un modèle d'organisation industrielle à variations conjecturales. Les estimations de l'indice de Lerner ont indiqué la présence de pouvoir de marché, et les simulations contrefactuelles ont montré des biais significatifs dans les valeurs estimées des indices de Lerner lorsque l'on ne tient pas compte du marché des capitaux ou que l'on suppose une structure de marché erronée.     

An Empirical Assessment of Endogeneity Issues in Demand Analysis for Differentiated Products

This article explores the issue of price and expenditure endogeneity in empirical demand analysis. The analysis focuses on the U.S. carbonated soft drink market. We test the null hypothesis that price and expenditures are exogenous in the demand for carbonated soft drinks. Using an almost ideal demand system (AIDS) specification, we strongly reject exogeneity for both prices and expenditures. We find that accounting for price/expenditures endogeneity significantly impacts demand elasticity estimates. We also evaluate the implications of endogeneity issues for testing weak separability.     

The long-term box office performance of sequel movies

With a 26-year-long database of nationally distributed movies, we estimate the prevalence and effectiveness of sequels over time, while controlling for other factors that might influence demand. In particular, we examine whether the effectiveness of a strategy increases over time (possibly due to managerial learning) or decreases (possibly because its effectiveness is competed away or because of consumer satiation). After taking into account both supply side and demand side effects by using simultaneous equations, we find that sequels have a positive effect indirectly (i.e., supply side effect) through a significantly larger number of theaters showing such movies compared to non-sequel movies. In terms of direct effect (i.e., demand side effect), sequels do better than non-sequels in generating more attendance in the first week and in total. Parent movies, the movies from which sequels originate, also do better than non-sequels in terms of total attendance and first-week attendance. Interestingly, sequel movies generate less total attendance than parent movies. On the other hand, sequels generate more revenues upfront than parents. We also find that the impact of sequels on first-week attendance has been increasing over time, but the number of sequels released has not. Our follow-up analysis suggests that one reason can be due to the higher (inflation-adjusted) production budget of a sequel than of the original (i.e., the parent) movie possibly leading to a decreasing gross margin for sequels within a movie franchise.     

An Econometric Analysis of Brand-Level Strategic Pricing Between Coca-Cola Company and PepsiCo.

We investigate market structure and strategic pricing for leading brands sold by Coca-Cola Company and PepsiCo. in the context of a flexible demand specification (i.e., nonlinear AIDS) and structural price equations. Our flexible and generalized approach does not rely upon the often used ad hoc linear approximations to demand and profit-maximizing first-order conditions, and the assumption of Nash-Bertrand competition. We estimate a conjectural variation model and test for different brand-level pure strategy games. This approach of modeling market competition using the nonlinear Full Information Maximum Likelihood (FIML) estimation method provides insights into the nature of imperfect competition and the extent of market power. We find no support for a Nash-Bertrand or Stackelberg Leadership equilibrium in the brand-level pricing game. Results also provide insights into the unique positioning of PepsiCo.'s Mountain Dew brand.     

Milk by Any Other Name … Consumer Benefits from Labeled Milk

This article uses revealed preferences of consumers to study the consumer benefits from rBST-free and organic labeled milk. The article specifies and estimates a quadratic AIDS demand system model for different milk types using U.S. supermarket scanner data. The introduction of rBST-free and organic milk is used to estimate consumer benefits that are decomposed into two components, competitive and variety effects. Results show significant consumer benefits from organic milk and to a lesser extent from rBST-free milk. Based on the findings, we explore implications for present U.S. labeling standards.