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Las restricciones verticales, en este caso, el establecimiento de territorios exclusivos y mantenimiento de precio de venta o RPM, ocurren según la teoría debido a que tratan de solucionar las externalidades que producidas. El estas incentivan el free riding por servicios que se prestan antes de la venta como vendedores capacitados, paseos de prueba o infraestructura adecuada sean provistos a niveles más bajos que el óptimo, ya que su impacto positivo es aprovechado por otros concesionarios cercanos que ofrecen productos perfectamente sustitutos, y se compite solo en precios. Esto genera la aparición de territorios exlusivos, ya que crean incentivos para prestar los servicios antes descritos sin ser aprovechados por competidores, además de márgenes atractivos que incrementan el costo de oportunidad de los concesionarios en caso de cancelación de contratos por incumplimiento de las condiciones . Además, esto reduce indirectamente los gastos que los fabricantes deben realizar por monitoreo y publicidad, eliminando parcialmente el problema del free rider.

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