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Essay text:
Thus, firms must give up their quality
premium, at least temporarily, as punishment. A firm’s integration decision is based on the
extent to which integration attenuates this necessary cost of maintaining a good reputation.
Horizontal integration leads to a larger market base for the merged firm, which leads to a more
effective punishment and a better monitoring by eliminating idiosyncratic shocks in many markets.
But it also allows the merged firm to deviate in a more sophisticated way: the merged
firm may deviate only in a subset of markets and pretend that a bad outcome in those markets
is observed by accident...
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