Reduced Quality and an Unlevel Playing Field Could Make Consumers Happier
Management Science · 2004 · Volume 50 · Issue 12
Abstract
We study a model of imperfect competition and limited production capacity in which a key feature is the trade-off between quality and quantity. In particular, lowering product quality enables firms to increase total production. We illustrate that, in the presence of limited capacity, the choice of lower quality often results in increased social welfare. We also explore the relation between the extent of competition and the choice of quality. We find that, in some cases, reduced competition leads to increased production, decreased average quality, increased total welfare, and makes consumers better off. Finally, we consider the possibility of regulator-mandated quality standards. Imposing high-quality standards never improves welfare in our model. On the other hand, mandating an upper bound on quality could either increase or decrease welfare in either a monopoly or a duopoly market.
Keywords
trade-off between quality and quantity, limited capacity, oligopoly, market concentration, competitiveness measure, quality, social welfare, consumer surplus, regulation, Cournot
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