Essays in Vertical Agreements and Consumer Behavior

This thesis collects three independent essays and a literature review. Two of them relate to vertical agreements. The first essay explores a retailer's choice in allocating control rights over the decision of retail prices. Results show that retailers adopt a hybrid configuration as a middle ground between two extremes, where pricing decisions are delegated, for all products, either to retailer or manufacturers. The second essay investigates the make-it-or-license-it choice of a brand owner under the risk of moral hazard when licensing the extension product to a third party. Brand licensing emerges as an equilibrium choice under brand dilution (respectively, enhancement) when the consumer perceives a large (small) distance between the extension product and parent brand. The third essay explores the issue of rating bubbles within online feedback systems by means of a field experiment. The analysis found the presence of positive social influence bias, in that high ratings affect the individual rating behavior in a significant way. The last paper is accompanied by a thorough and deep review of the literature about the consequences of online user ratings on product sales/performance (economic dimension) and product adoption/rating behavior (behavioral dimension). The topic is increasingly investigated by academic researchers and industry professionals alike. This overview presents established results and insights as issues for future research.

Regulating Vertical Agreements: A Comparative Law & Economics analysis of Brazil and Europe

This PhD thesis discusses antitrust enforcement of anti-competitive vertical agreements in Europe and in Brazil from an institutional perspective. It considers both the evolution of the legal framework and the application of the existing policies, with the analysis of case studies. The research highlights the main challenges of the current approaches adopted by the competition authorities in these jurisdictions and formulates specific proposals for future improvements. Because the Brazilian competition rules were originally inspired by the European legal framework, this thesis also summarizes the contemporary discussions regarding comparative law and the efficiency of transplanting laws and good practices. In a Law & Economics perspective, vertical agreements have always been a paradoxical topic and constitute one of the most dynamic disputes for antitrust enforcement. The reason for that concern is the fact that those contracts among companies are complex in nature. Taking into account this background, the thesis provides an original analysis of the pro- and anti-competitive effects of vertical agreements, based on the classical literature of Law & Economics. One of the novelties of the research is the extension of the economic analysis of vertical agreements to also consider new forms of contractual abuses in the context of digital markets, such as the contractual restrictions that are being put I practice in e-commerce platforms. The international comparative approach focuses on the Brazilian and European experiences, and opens up a reflection about the policy recommendations applied to several countries with similar economic and institutional realities.