Nesting horizontal and vertical differentiation with location choices

Abstract

This study solves a location-then-price game in which horizontal and vertical differentiation are combined using an asymmetric distribution of consumers` taste. Boundary locations are robust when the taste disparity of the population is not large and out-of-market locations are not allowed. Firms may have incentives to move either inside or outside the market in other situations, so the equilibrium prices are never differentiated. The restrictions of vertical differentiation under this framework are further examined. A model with the entrance of a vertically differentiated product is also discussed. © 2013 Wiley Publishing Asia Pty Ltd.