Cannibalization and Option Value Effects of Secondary Markets: Evidence from the US Concert Industry
Victor Manuel Bennett
Duke University - Fuqua School of Business; Duke Innovation & Entrepreneurship Initiative
New York University (NYU) - Leonard N. Stern School of Business
Harvard University - Harvard Business School
April 1, 2014
Strategic Management Journal, 2015, 36(11):1599-1614
We examine how reducing search frictions in secondary markets affects the value appropriated by firms in primary markets. We characterize two effects on primary market firms caused by intermediaries entering secondary markets: the ‘cannibalization’ and ‘option value’ effects. Separation between primary and secondary markets can drive which of the two effects dominates. Firms selling valuable and scarce products are more likely to have separate primary and secondary markets, and will therefore appropriate more value when secondary markets thicken. Firms selling products which are not valuable and scarce will be hurt. Further, we hypothesize that firms have incentives to engineer scarcity by limiting supply when secondary markets thicken to separate primary and secondary markets. We find support for these hypotheses in the U.S. concert ticket industry.
Number of Pages in PDF File: 16
Keywords: Secondary Markets, Prices, Search Intermediaries, Value Appropriation, Concert Industry
Date posted: November 26, 2013 ; Last revised: October 3, 2015
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