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Vertical Price Coordination and Brand Care
Interdisciplinary Perspectives on the Prohibition of Resale Price Maintenance
eBook
Sofort lieferbar | Lieferzeit: Sofort lieferbar I
ISBN-13:
9783642355707
Veröffentl:
2013
Einband:
eBook
Seiten:
84
Autor:
Dieter Ahlert
Serie:
SpringerBriefs in Business
eBook Typ:
PDF
eBook Format:
Reflowable eBook
Kopierschutz:
Digital Watermark [Social-DRM]
Sprache:
Englisch
Beschreibung:
This book examines the prohibition of Resale Price Maintenance, offering a new approach that emphasizes empirically observable marketing perspective, while drawing conclusions from competition theory. Provides suggestions for a redesign of European cartel law.
Competition law regulates anti-competitive conduct by companies in order to maintain market competition. Cartel law can also cause restraints of competition and therefore, the existing regulations should be checked, revised and updated regularly. This book deals with the prohibition of Resale Price Maintenance, which is intensively discussed in Germany at the moment. It provides a new interdisciplinary approach to the topic that emphasizes the empirically observable marketing perspective, but draws conclusions from competition theory. Thus it reflects on the consumer benefits and welfare effects of RPM legalization at the same time. Since it provides new and constructive class-based suggestions for a re-design of European cartel law, this book should be valuable for researchers, practitioners and politicians.
Introduction to the current problem.- The myth that welfare is promoted by prohibiting vertical price and brand maintenance.- The risk of Resale Price Mainenance prohibition for the effectiveness of inter-brand competition.- The risk of admissible price-maintenance systems for the effectiveness of inter-brand competition.- Competition-policy implications.- Management Summary: 'The Liberation of the Value Chain from Cartel-Law Restraints'.