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Vertical Price Coordination and Brand Care

Interdisciplinary Perspectives on the Prohibition of Resale Price Maintenance

  • Book
  • © 2013

Overview

Authors:
  1. Dieter Ahlert

    1. , Department of Retailing and Network Mark, University of Münster, Münster, Germany

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  2. Benjamin Schefer

    1. , Department of Retailing and Network Mark, University of Münster, Münster, Germany

    View author publications

    You can also search for this author in PubMed   Google Scholar

  • Interdisciplinary approach which utilizes empirical aspects of marketing and draws conclusions from competition theory
  • Detailed reflections on consumer benefits and welfare effects of Resale Price Maintenance legalization
  • Constructive class-based suggestions for a re-design of European cartel law ?
  • Includes supplementary material: sn.pub/extras

Part of the book series: SpringerBriefs in Business (BRIEFSBUSINESS)

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Table of contents (6 chapters)

  1. Front Matter

    Pages i-vii
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  2. Introduction to the Current Problem

    • Dieter Ahlert, Benjamin Schefer
    Pages 1-8

  3. The Myth that Welfare is Promoted by Prohibiting Vertical Price and Brand Maintenance

    • Dieter Ahlert, Benjamin Schefer
    Pages 9-17

  4. The Risks of Resale Price Maintenance Prohibition for the Effectiveness of Inter-Brand Competition

    • Dieter Ahlert, Benjamin Schefer
    Pages 19-32

  5. The Risks of Admissible Price-Maintenance Systems for the Effectiveness of Inter-Brand Competition

    • Dieter Ahlert, Benjamin Schefer
    Pages 33-45

  6. Competition-Policy Implications

    • Dieter Ahlert, Benjamin Schefer
    Pages 47-57

  7. Management Summary: ‘The Liberation of the Value Chain from Cartel-Law Restraints’

    • Dieter Ahlert, Benjamin Schefer
    Pages 59-70

  8. Back Matter

    Pages 71-84
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Keywords

About this book

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. ​

Authors and Affiliations

  • , Department of Retailing and Network Mark, University of Münster, Münster, Germany

    Dieter Ahlert, Benjamin Schefer

About the authors

Prof. Dr. Dieter Ahlert: Since 1975, Full Professor of Business Administration at the University of Muenster, Germany. Foundation member of the Marketing Center Muenster (MCM). Director of the Department of Retailing and Network Marketing (IfHM) as well as the International Center of Franchising and Cooperation (F&C). Foundation member of the Network Governance Commission. For more than 35 years, Professor Ahlert and his research team have investigated the antitrust and economic problems associated with vertical marketing.

Dipl.-Kfm. Benjamin Schefer: Research assistant at the Department of Retailing and Network Marketing (IfHM) since May 2009. General manager of the Research Center for General and Textile Market Economy (FATM). His research focus mainly on the antitrust and economic problems associated with vertical marketing.

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