Incentives of Competing Manufacturers for Collusion and Coordination in Distribution Channels

국문 초록 (Abstract)

본 논문에서는 경쟁관계의 공급자와 공동의 소매상으로 구성되는 유통채널상에서의 공급자의 가격담합과 채널조정에 대한 인센티브와 이러한 공급자의 행위에 대한 소매상의 반응에 대한 분석을 통해 유통채널의 효율성을 위한 반경쟁기관의 두 가지 역할을 규명하고자 한다. 먼저 비차별적 시장의 경우 본 연구의 결과는 공급자의 가격담합은 유통채널의 효율성을 크게 훼손하지만 역으로 소매상을 상대하는 길항력을 강화하므로 공급자의 가격담합이 더욱 안정화 될 수 있음을 보이고 있다. 따라서, 비차별적 시장에서의 반경쟁기관의 세련된 담합 방지 역량은 유통채널 효율성 유지에 결정적 역할을 한다는 사실을 알 수 있다. 나아가 본 연구의 결과는 공급자들의 담합을 입증하기 위한 데이터 확보에 소매상이 반경쟁기관과 협조할 수 있는 인센티브가 있음을 보이고 있는데 이러한 결과는 담합과 관련하여 전통적으로 난제로 인정되어온 부분에 대한 해결방향을 제시하고 있다는 점에서 의의가 크다고 볼 수 있다. 다음으로 차별적 시장의 경우 본 연구의 결과는 공급자의 주 관심사는 채널조정에 있음을 보이고 있으며 공급자간의 담합의 인센티브는 크지 않음을 보이고 있다. 특히 유통채널의 효율성과 관련한 반경쟁기관의 역할에 대해서 전통적인 과징금 부과를 통해 소매상이 채널조정에 집중하도록 유도하는 기능이 있음을 확인하였으며 공급자의 가격담합을 방지하는 별도의 세련된 담합방지 수단의 필요성은 크지 않음을 확인하였다. 종합적으로 본 연구는 유통채널의 효율성이 향상을 위해서는 공급자들의 가격담합에 대한 인센티브와 소매상의 이에 대한 반응 및 이러한 역학관계를 활용하는 반경쟁기관의 역할이라는 보다 넓은 생태계 관점에서의 고찰이 필수적임을 시사한다.

다국어 초록 (Multilingual Abstract)

This paper investigates the incentives of competing manufacturers for price collusion and channel coordination in distribution channels and clarifies two different roles of anticompetitive authorities to improve the system performance. When products are highly substitutable we show the manufacturers’ collusion is stable and it can degrade channel efficiency significantly. To improve channel efficiency in the presence of invisible collusion, we found that anti-competitive authorities need sophisticated means to detect collusion, and the retailer’s incentives to cooperate with them can be the clue to resolve the well-known chronic problem in collecting market data. Next, when products are highly differentiated, channel coordination deserves the primary concern of competing manufacturers as they can benefit more from it than collusion. To improve channel efficiency anti-competitive authorities need to induce the retailer to focus on coordination by eliminating worries about potential damage from collusion and such a role may well be described as the facilitator of channel coordination. In summary, these results suggest that a broad ecosystem viewpoint considering the joint dynamics between the colluding manufacturers and their counterpart retailer as well as the roles of anti-competitive authorities is imperative in improving the efficiency of distribution channels.

목차 (Table of Contents)

• ABSTRACT
• 요약
• Ⅰ. INTRODUCTION
• Ⅱ. THE MODEL
• Ⅲ. INCENTIVES FOR COLLUSION
• Ⅳ. INCENTIVES FOR CHANNEL COORDINATION
• Ⅴ. CONCLUSION AND DISCUSSIONS
• REFERENCES

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