ANTIMONOPOLY CONDUCT REMEDIES AND MARKETING DECISIONS OF DOMINANT COMPANIES IN NON-REGULATED INDUSTRIES: RUSSIAN EXPERIENCE
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2014.07
- 10페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Tatiana Radchenko, Svetlana Avdasheva
영어 초록
Traditionally marketing policies are considered to be the matter of choice by market participants. It is normally so, except the operators of essential facilities (such as pipelines or electric grid) or companies where prices are subject of direct price regulation (heating, gas and electricity supply etc.) However, in some exceptional circumstances responsible government agencies impose regulatory constraints on important marketing decisions of the companies outside regulated industries. One important example are remedies imposed by competition agencies, especially in BRICS countries, which sometimes take form of public regulated commercial policies as a set of rules for largest (dominant) sellers in B2B sectors how to select counterparties, how to set contract terms and how to enforce contracts. Wider use of commercial policies in a regular basis is recently under consideration in Russia. The goal of the paper is to discuss the expected impact of remedies application on the marketing policies, managerial incentives and performance of the companies, which are subject of remedies, by the example of several Russian cases. Our main conclusion is that impact of marketing policies and managerial incentives is the key to predict the impact of remedies on competition itself.
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