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Entry Under Quality Uncertainty: Lessons from Supermarkets
Gómez-Lobo, Andrés; Jiménez González, Juan Luis; Perdiguero, Jordi
Entry barriers in the retail sector are a frequent policy regulation in some countries. We evaluate the price effects of the entry of LIDL, a German hard discount supermarket chain, in the Gran Canaria (Canary Islands, Spain) in 2010 and only after winning a long legal battle. We first make a theoretical analysis of how an incumbent reacts when entry by a new operator is announced but does not know the level of quality the entrant will offer. We also analyze the incumbent’s pricing strategy after entry has materialized and uncertainty disappears. Secondly, we use a database obtained from a special survey for a representative sample of supermarkets in Gran Canaria to estimate how incumbents reacted to entry in the products sold and not sold by LIDL. We show that there is some evidence that prices for all goods prior to entry were initially lower in supermarkets close to the future entrant compared to supermarkets further away. However, after entry incumbents’ prices for products not sold by the entrant actually rose near the entrant’s new stores, compared to a suitable control group of supermarkets farther away.
Supermercats
Política de preus
Màrqueting
Comerç al detall
Control de qualitat
Supermarkets
Prices policy
Marketing
Retail trade
Quality control
cc-by-nc-nd, (c) Gómez-Lobo et al., 2011
http://creativecommons.org/licenses/by-nc-nd/3.0/es/
Documento de trabajo
Universitat de Barcelona. Facultat d'Economia i Empresa. Economia i territori. Càtedra Pasqual Maragall
         

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