Assessing Brand and Private Label Competition

Research output: Contribution to journalArticle

Abstract

Competition between branded and private label goods involves a mix of horizontal and vertical aspects which have important implications for assessing competition and market definition in FMCG markets. We explain why considerable care is needed in applying and interpreting the usual assessment tests because of how retailers control the pricing and positioning of these products.
Original languageEnglish
Pages (from-to)76-81
Number of pages6
JournalEuropean Competition Law Review
Volume36
Issue number2
Publication statusPublished - Feb 2015

Keywords

  • Brands
  • Private Label
  • Vertical competition
  • Horizontal competition
  • Market definition

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