1. Consumer Vertical integration
stages
Raw
Materi
als
Compon
ents Part
Manufac
turing
Final
Assembly
Retail
Consumer
Upstream
Industries
Downstream
Industries

2. Industry vertical integration stage

3. Increasing Profitability Through
Vertical Integration
Building barriers to entry
Facilitating investments in specialized assets
Protecting product quality
Improved scheduling

4. Designing Vertical Relationships:
• such relationships may combine benefits
of both :
Market
transactions
Internalization

5. Designing Vertical Relationships
• Key issues in designing vertical
relationships:
How is risk allocated
between the parties?
Are the incentives
appropriate?

6. Recent Trends in Vertical
Relationships
From competitive contracting to supplier
partnerships, e.g. in autos
From vertical integration to outsourcing
(not just components, also
IT, distribution, and administrative
services).
Diffusion of franchising
Technology partnerships (e.g. IBM- Apple;
Canon- HP)
Inter-firm networks

7. High
Different Types of Vertical Relationship
Long-term
contracts
Joint
ventures
Agency
agreements
Spot sales/
purchases
Informal
supplier/
customer
relationships
Low
Formalization
Franchises
Low
Supplier/
customer
partnerships
Degree of Commitment
Vertical
integration
High

8. Arguments Against Vertical Integration
Cost disadvantages
• Company-owned suppliers that have higher costs than
external suppliers
Rapid technological change
• Tying a company to an obsolescent technology
Demand unpredictability
• Difficulty of achieving close coordination among
vertically integrated activities
Bureaucratic costs

9. Alternatives to Vertical Integration:
Cooperative Relationships
• Short-term contracts and competitive bidding
• Strategic alliances and long-term contracting
• Building long-term cooperative relationships
– Hostage taking
– Credible commitments
– Maintaining market discipline
• Parallel sourcing policy