Monopoly Pricing in a Vertical Market with Demand Uncertainty

We study a vertical market with an upsteam supplier and multiple downstream retailers. Demand uncertainty falls to the supplier who acts first and sets a uniform wholesale price before the retailers observe the realized demand and engage in retail competition. Our focus is on the supplier's optimal pricing decision. We express the price elasticity of expected demand in terms of the mean residual demand (MRD) function of the demand distribution. This allows for a closed form characterization of the points of unitary elasticity that maximize the supplier's profits and the derivation of a mild unimodality condition for the supplier's objective function that generalizes the widely used increasing generalized failure rate (IGFR) condition. A direct implication is that optimal prices between different markets can be ordered if the markets can be stochastically ordered according to their MRD functions or equivalently to their elasticities. Based on this, we apply the theory of stochastic orders to study the response of the supplier's optimal price to various features of the demand distribution. Our findings challenge previously established economic insights about the effects of market size, demand transformations and demand variability on wholesale prices and indicate that the conclusions largely depend on the exact notion that will be employed. We then turn to measure market performance and derive a distribution free and tight bound on the probability of no trade between the supplier and the retailers. If trade takes place, our findings indicate that ovarall performance depends on the interplay between demand uncertainty and level of retail competition