Anti-Competitive Agreements
Anti-Competitive Agreements
DEPARTMENT OF JUSTICE
ANTITRUST DIVISION
The views expressed do not purport to represent those of the U.S. Department of Justice
Anticompetitive Agreements
PCC Lecturers Training Program
Three broad behaviors that harm consumers preserve or enhance market power
1. MERGER – PERMANENT COMBINATION OF TWO Business under a single owner which threatens to enhance market power and harm consumers
2. Abuse of Dominant Position- PREDATRORY or exclusionary acts by a single busines owner that already has market power ( ALREADY DOMINANT )
which threathen to enhance/increase or entrench that market power
Agreements – involves understanding between two or more business who coordinate their actions in a way that treathen to reduce competition and, increase
market power harm consumers
Most common example price fixing an agreement between competitors at a price higher than what it used it to me.
• Basic Legal Analysis: Agreement, Per Se /Rule of Reason – some agreements hold out some benefit to comsumer and are judged under the rule of reason
balancing of harms and benefits
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• Per Se- are so harmful, agreement automatically results Agreements with no value
Detailed fact specific
II. Horizontal Agreements
Competition office likes businesses to go head to head to lower prices, seeking to get customers from one another by lowering prices, innovation; some are so
harmful, they are automically illegal. However, Rule of Reason for some, balancing of harm and benefit
Some horizontal agreement are so harmful that they are illegal per se. but some are treated under a rule of reason.
• Price Fixing, Output Limitation, Market Division, Bid Rigging
A JV between competitors to produce a new product may call for agreements that will limit some element of competition between, agreements ancillary to
a procompetitive activity – they arguably are necessary to advance a a procompetitive consumer advantage- typically treated under the rule of reason; calls
for balancing of harm and benefit
- Which requires a balancing
I. BACKGROUND
Basic Competition Law & Economics
• Competition law focuses on consumer welfare – preserve competition so consumers can benefit from lower prices greater output and better quality, innovation
• Price
• Output
• Quality
• Innovation
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• Consumer Harms > Consumer Benefits Illegal
• Consumer Benefits > Consumer Harms Permissible
Difficult thing some behavior both benefit and harm consumers, true for merger and true in case agreements figuring when it harms
MANUFACTURERS M1 M2
M3
WHOLESALERS W1 W2 W3 W5
W4 W6
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RETAILERS
Horizontal Agreement- R1 R2 R3 R9
M1 M2 M3
MANUFACTURERS
Horizontal
agreement among
manufacturers
WHOLESALERS W1 W2 W3 W4 W5 W6
RETAILERS R1 R2 R3 R4 R5 R6 R7 R8 R9
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Wholesaleres Agreemenet on certain mountain bikes, price, distribute a certain a band, Agreements between retailers- schedule
of opening of stores. M-f, sell bikes at fixed price.
R1 R4 R5 R6 R7 R8 R9
R2
WHOLESALERS W3 W4 W5 W6
RETAILERS W1 W2
MANUFACTURERS
M2 M3
WHOLESALERS
RETAILERS
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W1 W3 W4 W5 W6
giant and wholesellers agreement that only giant bikes will be sold. Manufacturing and retailer- only direct to a group of retailers
exclusive and price at dictated by manufacturers. Vertical Agreement: Mfg-Ret (dual distribution
system, manufacturer sell direct to retailers Agreement: manufacturer will only sell
M! and R1 R2R3 – can have RPM
M1
direct to retainer, exclusive agreement; agremenet that R1 – R3, that they will sell products of M
Easy- if there is an document proof.That memorialize an agreement , however not easyr when We observe only
behavior and no such documents
in competitive markers, price tends towards an equilibrium price that equals cost. As cost change, so
will Prices charged in a competitive market change. So though we may observe similar
prices of similar changes in price among competitors in a market, these actions may be taken
independently in reaction to a change of cost.
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-
Direct evidence- communication between competitors, memorilzing the agreement
Circumstantial – series of communications followed behavior that they simultaneously raise prices.
“There must be evidence that tends to exclude the possibility of independent action by the [parties]. That is, there must be direct or circumstantial evidence
that reasonably tends to prove that [the parties] had a conscious commitment to a common scheme designed to achieve an unlawful objective.” Monsanto
(1984)
Interbrand Competition
• Competition among brands of the same product
• Example: Bicycles
E.g., bike shop R1 may sell brands G, T, and S → there is competition within the shop among the brands
E.g., bike shop R1 may sell G, R2 may sell T, and R3 may sell S → competition across shops among brands
Intrabrand CompetitionI
Between giant, track, if three brands in one store, there is Interbrand competition in one store. Competition of sellers of the same brand, sale of giant brand.
I mention this because this is a key point, even if if there is intrabrand competition (one brand) is limited by a vertical agreement, there might still be Interbrand competition among brands such
that consumers are not harmed.even if one sotre carries giant brand bikes and there is no intrabrand competition but consumers may still have a brand. So there is Interbrand competition
One store may just choose to sell giant brand bikes, because of a vertical agreement and no intraband competition- but consumers may have any other chose there is inter-brand competition
such that no harm to consumers.
A lose of inter-brand competition generally treated more skeptically than lose of intrabrand.
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• Competition to among the sellers sell the same brand
• Example: Bicycles
Competition within brands may take place across retail bicycle shops
E.g., bicycle shops R1 and R2 may both sell G (giant) brand bikes →
Intrabrand competition for G brand sales between R1 and R2
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“There are certain agreements . . . which because of their pernicious effect on competition and lack of any redeeming virtue are conclusively presumed to be
unreasonable and therefore illegal without elaborate inquiry as to the precise harm they have caused or the business excuse for their use.” Northern Pac. Ry.
(1958)
Per Se Rule (cont’d)
• The per se rule saves time and effort
“[The per se rule] avoids the necessity for an incredibly complicated and prolonged economic investigation into the entire history of the industry involved . . .
in an effort to determine at large whether a particular restraint has been unreasonable – an inquiry so often wholly fruitless when undertaken.” Northern Pac.
Ry. (1958)
• Generally treated as per se illegal: Price plays a critical role in a market economy
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“Protection of price competition from conspiratorial restraint is an object of special solicitude under the antitrust laws.” General Motors Corp. (1966)
Restrictions on price pose an “actual or potential threat to the central nervous system of the economy.” Socony-Vacuum (1940)
Price
Fixing
Example
Fixing
• hen there is direct evidence, no problem. If thre is identical price increase and same= change merely reflect change in wholesale price of gas. If there is no identical
price in increase but there is not wholesale price of gas, but no direct agreement- implicit agreement? If firms react unilaterally react to the prices of compettors,
the way they are acting seems like there is an agreement. There is no remedy for this, we cannot tell stations to stop positng prices. Reduces search cost. We cant
tell them to stop responding to srateygy of ompetitors. We cannot tell them to stop responding to competitioners. Will prohibitcompetitor to lower prices. stations
should be free to respond to competitors- we cannot tell competitors not to respond. One possible answer: competition law does not reach such tacit agreement.
Or maybe something going on. Trade association- suggested retail prices? Attack the trade association activity. There should be more evidence
More evidence than parallel conduct to establish an agreement.
• The Court rejected the defense that the prices fixed were reasonable
“The aim and result of every price-fixing agreement, if effective, is the elimination of one form of competition. The power to fix prices, whether reasonably
exercised or not, involves power to control the market and to fix arbitrary and unreasonable prices. . . . Agreements which create such power may be held to
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be in themselves unreasonable or unlawful restraints, without the necessity of minute inquiry into whether a particular price is reasonable or unreasonable
. . . .”
IF EFFECTIVE?
Output Limitation
• Economics tells us that restricting output has the same effect as a restricting price
oOutput lower → market price higher, harms consumers
• Examples of per se illegal output limitation
s oProduction limits – suppliers agreement to limit total output supply to the market
oProduction quotas – each supplier to limit each own output to a fixed amount
oDiscontinue production
oBusiness hours limits
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• oProduct (allocation, industrial grade, residential grade- reduces sellers from 4 to 2, tend to reduce output and raise prices)
• Like output limitations, a horizontal market allocation indirectly affects price by restricting competition and is per se illegal
• All methods inhibit competition, increasing prices to consumers
Customer Allocation Example new customers in East Company A, customers, West (insurance; each company has customers in deiffernet
customers) each business will have a monopoly in each area- per se illegal customer to allocate
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Bid Rigging Example
State solicits bids to Types of possible bid rigging:
demolish three old bridges,
four bidders (B1, B2, B3) 1. Bid allocation (take turns; allocate the projects)
2. Complementary or cover bids (bids so high that will be rejected) to allow one to win
3. Bid suppression or limitation (will not post a bid) to allow to win
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RPM Example
MANUFACTURERS M1 M2 M3
RETAILERS
R9
R1 R2 R3 R4 R5 R6 R7 R8
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M1 (mountain bikes) sells its product/brand only
through R1, R2, and R3 and requires sales of its
product/brand at a price it determines (RPM)
R1 to @# might charge higher prices, consumers have choices, so R1-R3 have to offer value for increase price, better sales experience or better service (along non-price
dimensions)
Enhance interbrand competition
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U.S. D
ANTITRUSTEPARTMENT OF
J
D USTICEI VISION ,
RPM Case: Leegin (2007)
• Leegin manufactured leather goods, including under the “Brighton” brand (women belts)
• Leegin policy was to refuse to sell goods to retailers who sold its RPM necessary to guarantee profits
“Brighton” below suggested prices (Pro competititve effects, to ensure profit to retailers so they can have profit to improve stores, better sales
experience)
• PSKS sold “Brighton” brand goods at a discount, and Leegin stopped selling to PSKS pursuant to its policy
• PSKS sued, arguing that Leegin engaged in per se illegal RPM
• Leegin Court determined Dr. Miles failed to consider economic effects of RPM.
• Found that RPM, like other vertical restraints, could be procompetitive, stimulating interbrand competition
oEncourage nonprice competition
oDiscourage free riding oFacilitate entry
Court did not find the anti-competitive effects outweighed pro-competitive effects
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U.S. DEPARTMENT OF JUSTICE
ANTITRUST DIVISION
• Arrangements that induce buyer to buy from one supplier or induce seller to sell to one buyer, e.g.,
oBuyer may not buy from supplier’s competitors oBuyer must purchase a substantial share of its requirements from supplier (like 70%)
oPricing that induces buyer to buy most or all of its requirements from supplier(buyer may get discount of 30% if exclusive purchase from supplier)
• Courts generally consider pro- and anticompetitive effects under RoR
• oAnticompetitive: Foreclosure, rising rivals’ costs
if a single seller will lock up biggest manufacturer
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U.S. DEPARTMENT OF JUSTICE
ANTITRUST DIVISION
Exclusive Dealing Example: Mfg-Dist (M1 – mountain bikes) exclusive dealing, M2 and M3 cannot sell through D1, might foreclosure getting
products to the consumer. D2 may be more expensive to use. Alternative has extensive distribution network, M2 and M3 might not be
harmed.
Agrement may make it harder to enter or alternatively manufacturer will make her own distribution network.
Pre-competitive effect: may give sellers an assured outlet for their products, sellers does not continually search for customers and a buyer does not have to continually search for
sellers, les transactional cost; stronger incentive to promote brand if only one brand carried. More effective; prevents free riding. Giant engages in national marketing to drive
customers to retailer but then retailer carrying multiple brands might have incentive to sell track or specialized, free riding.
Manufacturer to distributor: bars distributor to distribute the product of other competitors M1 gian, M2. Track and M3 Specialized
Anticompetitve: might be difficult for new entry; if D1 best distributor, or new entrant might be able to do it own its own?
Pro-competitive effects:
Exclusive dealing: assured market to get to the retailers. If distributor carries only one brand, stronger incentive to promote that brand and enhance inter brand competition. Third,
prevents free riding.
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U.S. DEPARTMENT OF JUSTICE
ANTITRUST DIVISION
MANUFACTURERS M1 M2 M3
DISTRIBUTORS D1 D2
RETAILERS
Exclusive Dealing Example: Supp-Mfg R2 R6 R8 R9
R1
AGREEMENT BETWEEN S1 AND M1
M1 MUST BUY ALL INPUTS FROM S1,
M1 MAY NOT BUY
SUPPLIERS FROM S2 OR S3 S1
(makers for derailers, mechanism S2
for S3and M3)
bike; A forecloses S! to sell M2
ANTITRUST DIVISION M1 M2 M3
MANUFACTURERS
Diagram reminds that there are other actors, alternative customers. Share of market forclosed, key
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U.S. DEPARTMENT OF JUSTICE
ANTITRUST DIVISION
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