Vertical Price Coordination and Brand Care
Springer Berlin (Verlag)
978-3-642-35569-1 (ISBN)
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.
Universitätsprofessor Dr. Dieter Ahlert ist seit 1975 Ordinarius für Betriebswirtschaftslehre an der Westfälischen Wilhelms-Universität Münster und leitet die Handels-, Distributions- und Netzwerkforschung im Marketing Centrum Münster. Er ist er geschäftsführender Direktor des Instituts für Handelsmanagement & Netzwerkmarketing (IfHM) sowie der Forschungsstelle für Allgemeine und Textile Marktwirtschaft (FATM) an der Universität Münster. Gemeinsam mit den Professoren Heribert Meffert und Klaus Backhaus gründete er 1999 das Marketing Centrum Münster (MCM).
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'.
Erscheint lt. Verlag | 13.4.2013 |
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Reihe/Serie | SpringerBriefs in Business |
Zusatzinfo | VII, 84 p. 10 illus. |
Verlagsort | Berlin |
Sprache | englisch |
Maße | 155 x 235 mm |
Gewicht | 162 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
Schlagworte | Brand Maintenance • European Cartel Law • Innovation Incentives • Inter-brand Competition • Markenmanagement • Preisbildung • RPM Legalization / Deregulation • Vertical Price Coordination |
ISBN-10 | 3-642-35569-2 / 3642355692 |
ISBN-13 | 978-3-642-35569-1 / 9783642355691 |
Zustand | Neuware |
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