PRODUCT LINE RIVALRY
In: Bulletin of economic research, Band 64, Heft s1
ISSN: 1467-8586
ABSTRACTWe analyse how product line rivalry by multi‐product oligopolists is affected by market size and product substitutability. We show that the width and degree of overlap in competing product lines is determined by the tension between two effects: the drive to 'be where the demand is' and the desire to weaken competition and intra‐firm product cannibalization. Product lines are shown to be wider and more overlapped in large markets and when product substitutability is weak. Our analysis suggests that firms can increase their profits by agreeing not to overlap their product lines.