UNIVERSITÀ DEGLI STUDI DI PADOVA Dipartimento di Scienze Economiche “Marco Fanno”
FROM CONTROLLED TO LOOSE CO-PRODUCTION:
BENEFITS DISTRIBUTION BETWEEN FIRMS AND CONSUMERS
ELEONORA DI MARIA University of Padova
MARCO PAIOLA University of Padova
June 2011
“MARCO FANNO” WORKING PAPER N.135
! "!
!"#$%&#'("#))*+%,#%-##.*%&#/0"#+12(3#'4%5*'*63(.%73.("381(3#'%5*(9**'%
!3"$.%:'+%&#'.1$*".%
!"#$%$&'()*(+'&*'(
#$%&'()%*+!,-!./0,&/!1!2'3*4!,-!56,$,7%6)!/$0!8/$/9'7'$*!
:%/!0';!</$*,!=>?!@A"=@!./0,&/?!B*/;+!
C';4!D!@E!FGE!>=HGFIE!J!K/L4!D@E!FGE>=HG=""!
57/%;M!';',$,(/40%7/(%/NO$%304%*!
% +'&,$(-'*$"'(
#$%&'()%*+!,-!./0,&/!1!2'3*4!,-!56,$,7%6)!/$0!8/$/9'7'$*!
:%/!0';!</$*,!=>?!@A"=@!./0,&/?!B*/;+!
C';4!D!@E!FGE!>=HGFAG!1!K/L4!D@E!FGE>=HG=""!
57/%;M!7/(6,43/%,;/NO$%304%*(
%
! =!
!"#$%&#'("#))*+%,#%-##.*%&#/0"#+12(3#'4%5*'*63(.%73.("381(3#'%5*(9**'%
!3"$.%:'+%&#'.1$*".%
%
%
:8.(";2(%
P%*'(/*O('! ,$! %$$,&/*%,$! /$0! ('6'$*! 7/(Q'*%$9! 6,$*(%RO*%,$)! )*('))'0! *S'!
%$&,;&'7'$*!,-!6,$)O7'()!%$!*S'!6,13(,0O6*%,$!,-!&/;O'?!R+!'73S/)%T%$9!'%*S'(!*S'!
(,;'!,-!/!)%$9;'!6,$)O7'(!,(!*S'!6,77O$%*+!%$!)O6S!3(,6'))4!K'U!)*O0%')!6,O3;'0!
*S'! *U,! %$*'((';/*'0! 0%7'$)%,$)! /$0! /$/;+T'0! *S'%(! %73/6*)! ,$! 6O)*,7'()V!
R'S/&%,(!/$0!-%(7!7/(Q'*%$9!)*(/*'9%')?!)3'6%-%6/;;+!%$!*'(7)!,-!R'$'-%*)!/6S%'&'04!
CS'!3/3'(!/%7)!/*!-%;;%$9!*S%)!*S',('*%6/;!9/3!R+!0%)*%$9O%)S%$9!R'*U''$!%$0%&%0O/;!
/$0! ),6%/;! 6,13(,0O6*%,$?! US'('! 0%--'('$*! ;'&';)! ,-! 6,$)O7'(! '$9/9'7'$*! 6/$! R'!
%0'$*%-%'0!U%*S!0%&'()'!&/;O'!)S/(%$9!,O*6,7')4!!W'!/(9O'!*S/*!$,*!/;;!6O)*,7'()!
/('! %$*'(')*'0! %$! R'%$9! %$&,;&'0! %$! *S'! 6,13(,0O6*%,$! 6,$6'($%$9! /;;! *S'%(!
6,$)O73*%,$!/6*%&%*%')4!2'3'$0%$9!,$!*S'%(!6,77%*7'$*!*,!3/(*%6%3/*'!X6'$*(/;%*+!
,-! *S'! 6,$)O73*%,$! /6*%&%*+! -,(! *S'! 6O)*,7'(Y! /$0! *S'! 6,13(,0O6*%,$! $/*O('!
X%$0%&%0O/;! &)4! ),6%/;Y! -,O(! /;*'($/*%&'! ,3*%,$)! ,-! 6,13(,0O6*%,$! '7'(9'?! U%*S!
0%)*%$6*%&'!7/$/9'(%/;!-'/*O(')4!!
!
<*=9#"+.M! 6,13(,0O6*%,$?! 6,$)O7'(! R'S/&%,(?! 6,77O$%*+?! &/;O'! )S/(%$9?!
%$$,&/*%,$%
! @!
%
>'("#+12(3#'%
Z'6'$*!;%*'(/*O('!,$!%$$,&/*%,$!/$0!7/(Q'*%$9!(')'/(6S!O$0'(;%$')!*S'!%$6('/)%$9!
%73,(*/$6'!,-!6,$)O7'()V!%$&,;&'7'$*!%$!*S'!6,13(,0O6*%,$!,-!&/;O'!X%4'4*(,7?! "EEI\! _U%6Q! '*! /;4?! =FF>Y4! B*! )S,U)!
*S/*!&/;O'!6,13(,0O6*%,$!%)!/!6,73;'L!6,$)*(O6*!*S/*!'$6,73/))')!0%--'('$*!*+3')!
,-! 6,;;/R,(/*%,$! /$0! %$*'(/6*%,$! %$! *S'! -%$/;! ,O*6,7'! 3(,0O6*%,$4! `;*S,O9S! *S'!
';'7'$*)!,-!*S%)!6,73;'L%*+!S/&'!R''$!/00('))'0!R+!0%--'('$*!(')'/(6S!)*('/7)!1!
)O6S! /)! 6,;;/R,(/*%&'! %$$,&/*%,$?! <'(&%6'12,7%$/$*! ;,9%6?! /$0! 6,77O$%*+!
7/(Q'*%$9! 1! %*! %)! ,O(! ,3%$%,$! *S/*! *S%)! 6,73;'L%*+! S/)! +'*! *,! R'! 6,73;'*';+!
('3(')'$*'04!!
B$!3/(*%6O;/(?!*S'!(')'/(6S!aO')*%,$)!,-!*S%)!3/3'(!/('!/)!-,;;,U)M!US%6S!/('!*S'!
&/(%/R;')! *S/*! /--'6*! 6,13(,0O6*%,$! 3(,6'))')! R'*U''$! *S'! -%(7! /$0! 6,$)O7'()b!
^,U!*S')'!&/(%/R;')!6/$!%73/6*!,$!*S'!7'6S/$%)7)!,-!0%)*(%RO*%,$!6,$6'($%$9!*S'!
R'$'-%*)!,-!6,13(,0O6*%,$b!!
B$!*S%)!3/3'(!U'!*(+!*,!/$)U'(!*S,)'!aO')*%,$)!R+!/0&/$6%$9!*S'!6,73('S'$)%,$!
,-!6,13(,0O6*%,$!3(,6'))')!6,73;'L%*+?!*/Q%$9!%$*,!6,$)%0'(/*%,$!0%--'('$*!/)3'6*)?!
R,*S! 7/*'(%/;! /$0! %77/*'(%/;?! *S/*! 6/$! 3;/+! /! 7/c,(! (,;'! %$! ('/;! 6,13(,0O6*%,$!
3(,6'))')4!P%*'(/*O('!('9/(0%$9!6,13(,0O6*%,$!-,6O)')!'%*S'(!,$!*S'!(,;'!,-!/!)%$9;'!
6,$)O7'(! X%4'4! d%;9(/7! '*4! /;4! =FF>Y! ,(! ,-! *S'! 6,77O$%*+! X%4'4! K(/$Q'! /$0! <S/S?!
=FF@Y! %$! )O6S! 3(,6'))4! C,! ,O(! Q$,U;'09'?! ;%**;'! '--,(*)! S/&'! R''$! O$0'(*/Q'$! %$!
,(0'(! *,! 6,O3;'! *S'! *U,! %$*'((';/*'0! 0%7'$)%,$)! /$0! /$/;+T'! *S'%(! %73/6*)! ,$!
! G!
6O)*,7'()V! R'S/&%,()! /$0! -%(7)V! 7/(Q'*%$9! )*(/*'9%')?! )3'6%-%6/;;+! %$! *'(7)! ,-!
R'$'-%*)!/6S%'&'0!/$0!&/;O'!6/3*O('04!!
CS'! 3/3'(! /00('))')! *S%)! *S',('*%6/;! 9/3! /)! -,;;,U)4! B*! 0%)*%$9O%)S')! R'*U''$!
%$0%&%0O/;! /$0! ),6%/;! 6,13(,0O6*%,$?! '73S/)%T%$9! 0%--'('$6')! /$0! 6,$)'aO'$6')4!
8,(',&'(?!%*!/(9O')!*S/*!$,*!/;;!6O)*,7'()!/('!'aO/;;+!%$*'(')*'0!%$!R'%$9!%$&,;&'0!
%$!6,13(,0O6*%,$!/6*%&%*%')!6,$6'($%$9!/;;!*S'%(!6,$)O73*%,$!/6*%&%*%')4!CS'('-,('?!
*S'! ;'&';! ,-! 6,$)O7'(V)! '$9/9'7'$*! X[';)%! /$0! e;),$?! "E>>Y! /$0?! 6,$)'aO'$*;+?!
6,$)O7'(V)! 6,77%*7'$*! *,! 3/(*%6%3/*'! %$! 6,13(,0O6*%,$! %$-;O'$6'! *S'! U/+! 6,1 3(,0O6*%,$!S/33'$)4!^'$6'?!0%&'()'!&/;O'1)S/(%$9!,O*6,7')!'7'(9'4!!
CS%)! 6%(6O7)*/$6'! %)! -O(*S'(7,('! '&%0'$6'0! R+! *S'! -/6*! *S/*! 3'(),$/;!
%$&,;&'7'$*! 6/$! S'/&%;+! )S/3'! *S'! 3'(6'3*%,$! ,-! *S'! '--,(*)! /$0! *S'! &/;O'! ,-! *S'!
U,(Q!0,$'!%$!6,13(,0O6*%,$!3(,6'))')?!/)!%*!S/)!;,$9!R''$!('6,9$%T'0!R+!(')'/(6S!
,$! 6,$)O7'(! 3/(*%6%3/*%,$! %$! )'(&%6'! '$6,O$*'()! Xd%*$'(! '*! /;4?! "EEH\! f';;'+?!
2,$$';;+! /$0! <Q%$$'(?! "EEFY! /$0! /)! *')*%-%'0! R+! ('6'$*! (')'/(6S! ,$! )'(&%6'!
3(,0O6*%&%*+!Xg,S$)*,$!/$0!g,$')?!=FF@Y4!B77/*'(%/;!/)3'6*!)O6S!/)!%0'$*%-%6/*%,$?!
),6%/;! ('6,9$%*%,$! /$0! ),! ,$! 6/$! %$! -/6*! &/(+! *S'! U%;;%$9$'))! ,-! /! 6,$)O7'(! *,!
3/(*%6%3/*'! %$! *S'! 3(,6'))')?! /$0! *S'! %73,(*/$6'! ,-! /$! '6,$,7%6! ('U/(0! -,(! %*?!
9%&%$9! 6,73/$%')! /! 9('/*! ,33,(*O$%*+! *,! /33(,3(%/*'! *S'! U,(Q! &/;O'! *S/*!
,*S'(U%)'!U,O;0!S/&'!*,!R'!3/%04!CS'!)*/*'!,-!-/%($'))!,-!/0&/$*/9')!0%)*(%RO*%,$!
R'*U''$!)O33;%'(!/$0!6,$)O7'(!%)!*S'('-,('!6,$0%*%,$'0!R+!*S,)'!-/6*,()4!
2'3'$0%$9! ,$! *S'%(! 6,77%*7'$*! *,! 3/(*%6%3/*'! X6'$*(/;%*+! ,-! *S'! 6,$)O73*%,$!
/6*%&%*+! -,(! *S'! 6O)*,7'(Y! /$0! *S'! 6,13(,0O6*%,$! $/*O('! X%$0%&%0O/;! &)4! ),6%/;Y! /!
7/*(%L! %)! 3(,3,)'0! US'('! -,O(! /;*'($/*%&'! ,3*%,$)! ,-! 6,13(,0O6*%,$! '7'(9'4! CS'!
3/3'(! 3(,6''0)! /)! -,;;,U)4! CS'! *S',('*%6/;! R/6Q9(,O$0! %)! 0')6(%R'0! %$! )'6*%,$! =?!
! A!
US'('! *S'! -,6O)! %)! ,$! *S'! (';/*%,$)S%3! R'*U''$! ),6%/;%T/*%,$! 3(,6'))')! /$0! 6,1 3(,0O6*%,$?! /$0! %$! )'6*%,$! @?! 0'&,*'0! *,! 'L3;,('! S,U! 0%--'('$*! 6O)*,7'()V! ;'&';)!
/$0!Q%$0)!,-!'$9/9'7'$*!/--'6*!6,13(,0O6*%,$4!<'6*%,$!G!0')6(%R')!,O(!/33(,/6S!*,!
6,13(,0O6*%,$! 3(,6'))')! /$/;+)%)4! CS'! /(*%6;'! -%$/;;+! 0%)6O))')! %*)! (')'/(6S!
6,$*(%RO*%,$)!/$0!7/$/9'(%/;!%73;%6/*%,$)?!/)!U';;!/)!3(,&%0')!),7'!)O99')*%,$)!
-,(!-O(*S'(!(')'/(6S4!
!
&#/?"#+12(3#'%;'+%.#23;)3@;(3#'4%3'+3A3+1;)%;'+%.#23;)%)*A*)%#6%;';)=.3.%%
:/;O'! 6,16('/*%,$! S/)! R''$! U%0';+! 'L3;,('0! %$! *S'! ;%*'(/*O('! -(,7! 7/$+!
3'()3'6*%&')4! B$! *S'%(! ('6'$*! /(*%6;'! [,&/! /$0! 2/;;%! X=FFEY! S/&'! 3(,3,)'0! /$!
'L*'$0'0!('&%'U!,-!S,U!6,$)O7'()!/('!%$&,;&'0!%$!3(,0O6*%,$?!R+!S%9S;%9S*%$9!*S'!
0%--'('$*!(,;')!/$0!/%7)!,-!6O)*,7'()!/$0!-%(7)!%$!)O6S!3(,6'))4!/$0!%73;%6/*%,$)!-,(!
3(/6*%6'!/$0!(')'/(6SV?!E5&'5#@*,(+'%'@#3#%5(L$2&%'"!=FMGE1IA4!
</US$'+?! 84! /$0! .(/$0';;%?! 54! X=FFFY! q[,77O$%*%')! ,-! [('/*%,$M! 8/$/9%$9!
2%)*(%RO*'0! B$$,&/*%,$! %$! CO(RO;'$*! 8/(Q'*)V! A'"*0$&%*'( +'%'@#3#%5( .#/*#>!
G=X=YM!=G1AG4!
</US$'+?! 84?! :'(,$/?! k4! /$0! .(/$0';;%?! 54! X=FFAY! q[,;;/R,(/*%$9! *,! [('/*'M! CS'!
B$*'($'*!/)!/!.;/*-,(7!-,(![O)*,7'(!5$9/9'7'$*!%$!.(,0O6*!B$$,&/*%,$V?!L$2&%'" $0 N%5#&',5*/#(+'&:#5*%@("EXGYM!GJ"H4!
<6S,O*'$?! g4W4! /$0! 86`;'L/$0'(?! g4^4! X"EEAY! q<OR6O;*O(')! ,-! 6,$)O73*%,$M! /$!
'*S$,9(/3S+!,-!*S'!$'U!R%Q'()V?!L$2&%'"($0(A$%123#&(.#1#'&,?!==M!G@1I"4!
<6S('%'(?! 84! /$0! .(i9;?! Z4! X=FF>Y! q5L*'$0%$9! P'/01#)'(! *S',(+M! `$*'6'0'$*)! /$0!
[,$)'aO'$6')! ,-! [,$)O7'()V! P'/0! #)'($'))V?! L$2&%'"( $0( -&$62,5( N%%$/'5*$%(
+'%'@#3#%5!=AM!@@"1@GI4!
<S/S?! <4f4! X=FFIY! q8,*%&/*%,$?! k,&'($/$6'! /$0! *S'! :%/R%;%*+! ,-! ^+R(%0! -,(7)! %$!
e3'$!<,O(6'!),-*U/('!0'&';,37'$*V?!+'%'@#3#%5(E,*#%,#!AXHYM!"FFF1"F"G4!
<S/$Q/(?! `4?! [S'((%'(?! ^4! /$0! [/$$%-,(0?! Z4! X=FFIY! q[,$)O7'(! 573,U'(7'$*M! `!
K,O6/O;0%/$!B$*'(3('*/*%,$V?!!2&$4#'% L$2&%'" $0 +'&:#5*%@?!GFXEh"FYM!"F"@J!@F4!
! @=!
<%;&'()*'%$?! 84g4! /$0! dO*7/$?! g4! X=FFIY! B&#'12&#( X2%5O( N%1*6#( 5?#( 3*%6( $0( 5?#( %#>(
,$%123#&O(P,$0,$M!.'$9O%$4!
<%;&'()*'%$?! 84g4! /$0! K%)Q'?! j4! X=FF@Y! B&'6*%@( Y4O( B?#( %#>( V3#&*,'%( "2K2&<4! j'U!
v,(QM!.,(*-,;%,4!
<*/O))?!d4!X=FFAY!q`!.+((S%6!&%6*,(+M!*S'!%73;%6/*%,$)!,-!/$!O$;%7%*'0!R(,/0'$%$9!,-!
*S'!6,$6'3*)!,-!)'(&%6')V?!+'%'@*%@(E#&/*,#(Z2'"*5<!"AX@YM="E1==E4!
:/(9,?! <4P4! X=FF>Y! q[O)*,7'(! %$*'9(/*%,$! /$0! &/;O'! 6('/*%,$4! ./(/0%97/*%6! *(/3)!
/$0!3'()3'6*%&')V?!L$2&%'"($0(E#&/*,#(.#1#'&,?!""X=YM=""1="A4!
:/(9,?! <4P4! /$0! PO)6S?! Z4K4! X=FFG/Y! q5&,;&%$9! *,! /! j'U! 2,7%$/$*! P,9%6! -,(!
8/(Q'*%$9V?!L$2&%'"($0(+'&:#5*%@!I>X"YM"1"H4!
:/(9,?!<4P4!/$0!PO)6S?!Z4K4!X=FFGRY!qCS'!-,O(!)'(&%6'!7/(Q'*%$9!7+*S)4!Z'7$/$*)!,-!
/!9,,0)1R/)'0?!7/$O-/6*O(%$9!7,0';V?!L$2&%'"($0(E#&/*,#(.#1#'&,?!IXGYM@=G1@@A4!
&,$! ^%33';?! 54! X"E>IY! qP'/0! #)'()M! `! <,O(6'! ,-! j,&';! .(,0O6*! [,$6'3*)V?!
+'%'@#3#%5(E,*#%,#!@=M!HE"J>FA4!
&,$!^%33';?!54!X=FFAY!)#3$,&'5*F*%@ N%%$/'5*$%4![/7R(%09'?!8`M!8BC!.('))4!
W'%6Q?!f454!X"EEAY!E#%1#3':*%@(*%(U&@'%*F'5*$%14!CS,O)/$0!e/Q)M!</9'4!
W')*?! Z454! X=FFEY! qWS/*! %)! )S/('0b! `! -(/7'U,(Q! -,(! O$0'()*/$0%$9! )S/('0!
%$$,&/*%,$!U%*S%$!6,77O$%*%')V?!!62,'5*$%(B#,?(.#1#'&,?!AHM@"A1@@=4!
W%;Q%'?!W4P4!X"EEGY!A$%123#&(H#?'/*$&O(j'U!v,(QM!W%;'+4!
W%Q)*(,7?!<4!X"EEIY!qCS'!6O)*,7'(!/)!6,13(,0O6'(V?!!2&$4#'%(L$2&%'"($0(+'&:#5*%@!
@FXGYM!I1"E4!
_U%6Q?! 24?! d,$)O?! <4f4! /$0! 2/(7,0+?! `4! X=FF>Y! q.O**%$9! [,$)O7'()! *,! W,(QM! l[,1!
[('/*%,$V!/$0!j'U!8/(Q'*%$9!k,&'($17'$*/;%*+w?!L$2&%'"($0(A$%123#&(A2"52&#!>X=YM!
"I@1"EI4!!