This paper analyses, within a static model, the effect of quality conc
ern on optimal market structure. It focuses on cases where industry qu
ality has public-good like features and is not contractible. It is sho
wn that the introduction of competition raises a free-rider problem wh
ich depresses quality (the smaller producer free-rides on its competit
or investment which as a result underinvests). To encourage the effici
ent producer to provide quality, the regulator diminishes the market-s
hare of the opportunistic producer and chooses more often a monopoly.
However, when quality is verifiable the introduction of competition en
tails no welfare loss whether the regulator observes total quality out
come or individual contributions. (C) 1998 Elsevier Science B.V.