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• W2912205156 abstract "I quantify efficiencies that were created following a horizontal between Coca-Cola and Glaceau, the manufacturer of Vitaminwater and Smartwater, in the U.S. premium bottled water market. I estimate a structural demand and supply model where manufacturers choose advertising, product variety (number of UPCs) and wholesale prices, and I allow for several types of efficiencies. With counterfactual simulations, I show how marginal cost, product variety fixed cost, and advertising fixed cost efficiencies affected equilibrium market outcomes. I find that, compared to a no merger baseline in year 2009, the reduced the prices of Glaceau products by 3.5%-5.2% and increased product varieties by 18.8%-35.8%, advertising of Vitaminwater by 53.9%. Besides, the increased market shares of Glaceau products by 40.1%-60.7% and raised consumer surplus by about 22%. These results suggest that, despite a recent focus on mergers that appear to have had negative consequences, some mergers yield benefits." @default.
• W2912205156 created "2019-02-21" @default.
• W2912205156 creator A5071672663 @default.
• W2912205156 date "2018-01-01" @default.
• W2912205156 modified "2023-09-26" @default.
• W2912205156 title "What Makes a Good Merger? An Analysis of Merger Efficiencies in the U.S. Bottled Water Industry" @default.
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• W2912205156 doi "https://doi.org/10.2139/ssrn.3284249" @default.
• W2912205156 hasPublicationYear "2018" @default.
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