The Most-Favoured-Customer Pricing Policy and Competitive Advantage

The paper investigates the effects on competition of the unilateral most-favoured-customer pricing policy. A model is considered in which a multimarket incumbent firm faces a threat of entry in one of its two markets. It is shown that contemporaneous most-favoured-customer clauses may change competition to the advantage of the incumbent both under strategic substitutes and strategic complements. If the duopolistic market is strong, the most-favoured-customer policy makes the incumbent 'tough' and may be used for entry deterrence purposes.