シム　スンギュ   SIM, Seung-Gyu   沈　承揆    所属   青山学院大学  国際政治経済学部 国際経済学科    職種   教授
言語種別	英語
発行・発表の年月	2021/06
形態種別	学術雑誌
査読	査読あり
標題	Resale price maintenance and informative advertisement
執筆形態	共同
掲載誌名	Asia-Pacific Journal of Accounting & Economics
掲載区分	国外
出版社・発行元	Taylor & Francis
巻・号・頁	28(3),pp.375-386
著者・共著者	Gihwan Yi and Seung-Gyu Sim
概要	This paper studies a monopolistic producer’s resale price maintenance scheme when downstream retailers simultaneously put (informative) advertisement efforts and sell final products. It posits that each retailer’s advertisement effort increases not only its own sales, but also the entire market size, because consumers, after observing an advertisement from one retailer, may purchase from another. Unless the advertisement cost is too elastic, the minimum resale price maintenance scheme is binding and welfare-enhancing. Unlike the existing literature, it supports the legal doctrine of ‘rule of reason’ rather than ‘illegal per se’ even under consumer surplus standard for competition policy.