The Effects of Capacity on Sales Under Alternative Vertical Contracts

38 Pages Posted: 28 Mar 2011  

Ioannis Ioannou

London Business School

Julie Holland Mortimer

affiliation not provided to SSRN

Richard Mortimer

Analysis Group, Inc.

Multiple version iconThere are 3 versions of this paper

Date Written: March 2011

Abstract

Retailer capacity decisions can impact sales for products by affecting, for example, availability and visibility. Using data from the U.S. video rental industry, we report estimates of the effect of capacity on sales under alternative vertical contracts. New monitoring technologies facilitated new supply contracts in this industry, reducing upfront costs of capacity but requiring minimum capacity purchases, strongly impacting stocking decisions. We find that larger capacity (more tapes) for a given title can substantially increase rentals of that title; and that alternative vertical contractual forms for distributing tapes from studios to retailers strongly impacts the relationship between capacity and rentals.

Suggested Citation

Ioannou, Ioannis and Mortimer, Julie Holland and Mortimer, Richard, The Effects of Capacity on Sales Under Alternative Vertical Contracts (March 2011). The Journal of Industrial Economics, Vol. 59, Issue 1, pp. 117-154, 2011. Available at SSRN: https://ssrn.com/abstract=1794837 or http://dx.doi.org/10.1111/j.1467-6451.2011.00448.x

Ioannis Ioannou (Contact Author)

London Business School ( email )

Sussex Place
Regent's Park
London, NW1 4SA
United Kingdom
02070008748 (Phone)

HOME PAGE: http://www.ioannou.us

Julie Holland Mortimer

affiliation not provided to SSRN

No Address Available

Richard Mortimer

Analysis Group, Inc. ( email )

111 Huntington Avenue
10th floor
Boston, MA 02199

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