EconPapers    
Economics at your fingertips  
 

Personalized Pricing and Distribution Strategies

Bruno Jullien, Markus Reisinger and Patrick Rey
Additional contact information
Markus Reisinger: Frankfurt School of Finance & Management

Working Papers from HAL

Abstract: This paper examines the effects of personalized pricing on brand distribution. We explore whether a brand manufacturer prefers to sell through its own retail outlet only (mono distribution) or through an independent retailer as well (dual distribution). Personalized pricing allows for higher rent extraction but also leads to more fierce intra-brand competition than does uniform pricing. Due to the latter effect, a brand manufacturer may prefer mono distribution even if the retailer broadens the demand of the manufacturer's product. By contrast, with uniform pricing, selling through both channels is always optimal. This result holds for wholesale contracts consisting of two-part tariffs as well as for linear wholesale tariffs. We also show that the manufacturer may obtain its largest profit in a hybrid pricing regime, in which only the retailer charges personalized prices. Keywords: personalized pricing, distribution channels, dual distribution, vertical contracting, downstream competition.

Keywords: Personalized pricing; Distribution strategies; Vertical contracting; Downstream competition. (search for similar items in EconPapers)
Date: 2022-04-06
New Economics Papers: this item is included in nep-com, nep-cta, nep-mic and nep-reg
Note: View the original document on HAL open archive server: https://hal.science/hal-03632634v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://hal.science/hal-03632634v1/document (application/pdf)

Related works:
Journal Article: Personalized Pricing and Distribution Strategies (2023) Downloads
Working Paper: Personalized Pricing and Distribution Strategies (2023) Downloads
Working Paper: Personalized Pricing and Distribution Strategies (2022) Downloads
Working Paper: Personalized Pricing and Distribution Strategies (2022) Downloads
Working Paper: Personalized Pricing and Distribution Strategies (2022) Downloads
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:wpaper:hal-03632634

Access Statistics for this paper

More papers in Working Papers from HAL
Bibliographic data for series maintained by CCSD ().

 
Page updated 2025-03-22
Handle: RePEc:hal:wpaper:hal-03632634