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Product differentiation, cost‐reducing mergers, and consumer welfare
Author(s) -
Norman George,
Pepall Lynne,
Richards Daniel
Publication year - 2005
Publication title -
canadian journal of economics/revue canadienne d'économique
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.773
H-Index - 69
eISSN - 1540-5982
pISSN - 0008-4085
DOI - 10.1111/j.0008-4085.2005.00322.x
Subject(s) - product differentiation , consumer welfare , economics , product (mathematics) , welfare , industrial organization , microeconomics , cost reduction , monetary economics , market economy , geometry , mathematics , management
. Cost synergies are an explicitly recognized justification for a two‐firm merger, and empirical techniques are now widely used to assess the impact of cost‐reducing mergers on prices and welfare in the post‐merger market. We show that if the merger occurs in a vertically product differentiated market, then the merger will lead to a reduction in product offerings that limits the usefulness of pre‐merger empirical estimates. Indeed, we further show that in such markets, two‐firm mergers will typically lead to higher prices regardless of the merger's cost savings. JEL classification: L10, L41