presentazione_firenze_06-12-04.pptVIP

Vertical restraints can restrict the freedom to experiment and reduce the amount of variety that is being generated and tested Vertical restraints reduce the independent sources of innovation Independent variation and selection processes on the producer and retailer level may lead to more generation of knowledge than in the case of (partial) vertical integration several independent variation and selection processes within the vertical chain might improve the quality of the experimentation process smaller bundles of hypotheses that are tested in the market improve the quality of the selection