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    Quality Strategies in Frictional Search Models
    (Wiley, 2025-05-05)
    Morganti, Paolo Riccardo  
    We explore quality-based strategies in frictional online markets using a targeted search model with vertical differentiation and heterogeneous agents. Firms self-select into high- or low-quality segments and compete in prices. We demonstrate that reduced search costs amplify the prominence of quality, leading to an increase in the market share of high-quality designs. While low-quality firms dominate when cost differentials are large, declining search frictions amplify the prominence of the quality attribute. The raised importance of quality triggers dual effects: a higher price sensitivity, leading to further price reductions across all products, and a boost in demand for high-quality designs. Our findings offer insights into the recent dynamics of online markets, explaining the expansion of high-quality segments and providing a strategic framework for firms to navigate evolving consumer preferences in increasingly transparent markets. ©The author ©Journal of Economics & Management Strategy ©Wiley.