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The Role Of Private Labels In Antitrust

Author

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  • Chris Doyle
  • Richard Murgatroyd

Abstract

Private labels now play a key role in a wide range of industries. Consequently, it is crucial that antitrust practitioners fully understand how private labels can affect the level and nature of competition in the markets in which they are present. However, we argue that insufficient consideration has generally been given to the potentially complex and multifaceted effect that private labels can have on shaping the competitive dynamics of markets, and that a detailed and nuanced understanding is required to make a complete assessment of competition in the markets concerned. After first providing an overview of relevant background information, we discuss how private label products may affect competition in a variety of contexts, with reference to both economic theory and experiences from recent mergers and market investigations, and highlight some key considerations.

Suggested Citation

  • Chris Doyle & Richard Murgatroyd, 2011. "The Role Of Private Labels In Antitrust," Journal of Competition Law and Economics, Oxford University Press, vol. 7(3), pages 631-650.
    • Handle: RePEc:oup:jcomle:v:7:y:2011:i:3:p:631-650.
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    File URL: http://hdl.handle.net/10.1093/joclec/nhr006
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    Cited by:

    1. Paul W. Dobson & Ratula Chakraborty, 2014. "How Do National Brands And Store Brands Compete?," Working Paper series, University of East Anglia, Centre for Competition Policy (CCP) 2014-07, Centre for Competition Policy, University of East Anglia, Norwich, UK..

    More about this item

    JEL classification:

    • K21 - Law and Economics - - Regulation and Business Law - - - Antitrust Law
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets
    • L40 - Industrial Organization - - Antitrust Issues and Policies - - - General

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