Sharing the Market or Getting Closer for a Fight? Strategic Reaction to Reduced Trade Costs

Electronic coordination links markets that have initially been separated by transport costs, which in turn raises competitive pressure and affects incentives to differentiate products. We analyze private and social incentives to invest in a repositioning of products in a heterogeneous goods duopoly with two spatially separated markets. We consider both price and quantity competition to be able to distinguish between digital and physical products, respectively. For low transport costs, firms want to enhance product differentiation as expected. However, if transport costs remain close to prohibitive levels, they have an incentive to reduce heterogeneity.