Complementarity and bargaining power

摘要: Bargaining power in vertical channels depends critically on the "disagreement profit" or opportunity cost to each player should negotiations fail. In a multiproduct context, disagreement profit degree of substitutability among products offered by downstream retailer. Horn and Wolinsky (1988) use this fact argue for clear importance complementarity relationships bargaining power. We develop an empirical framework that is able estimate effect retail power, margins earned manufacturers retailers French soft drink industry. show increases strength retailers' position, so their share total margin almost 28% relative no-complementarity case.