search query: @indexterm Antitrust / total: 371
reference: 17 / 371
| Author: | Guiltinan, J. P. |
| Title: | Choice and Variety in Antitrust Law: A Marketing Perspective |
| Journal: | Journal of Public Policy and Marketing
2002 : FALL, VOL. 21:2, p. 260-268 |
| Index terms: | ANTITRUST MARKETING KNOWLEDGE |
| Language: | eng |
| Abstract: | The first purpose of this article is to demonstrate how the existing knowledge base of marketing (and allied business disciplines) can inform antitrust on the issues of choice and variety. Marketing scholars have expertise on (1) how consumers make choices from a variety of options and (2) how firms make choices on what variety to offer. Many scholars who have contributed to knowledge in these areas may not be fully aware of the public policy relevance of their research. First, the author examines how economics and marketing differ in their conceptualization of consumer choice. These differences result in distinct views on the basis for identifying the se of competitors in a market and the value to consumers of having a variety of choices. |
SCIMA