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Loyalty Rebates : An Assessment of Competition Concerns and a Proposed Rule of Reason

Author

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  • Spector, David

Abstract

Like most pricing practices, loyalty rebates may benefit or harm consumers according to the circumstances. In this essay, I review the pro- competitive and anticompetitive motives for loyalty rebates. Several conclusions emerge. First, every particular type of loyalty rebates can in some circumstances be pro-competitive. There is therefore little basis for a per se prohibition, even restricted to a particular category of suspicious-looking schemes. Second, dominant firms willing to engage into an exclusionary strategy may find that cleverly fine-tuned pricing schemes involving loyalty rebates possess several advantages over simple predatory pricing strategies: they can achieve exclusion at a lower cost, be more credible, and erect a permanent barrier to entry without any need for a recoupment period. Loyalty rebates thus deserve the scrutiny with which they have been gratified lately. I conclude by proposing a structured rule of reason for the antitrust handling of loyalty rebates cases.

Suggested Citation

  • Spector, David, 2005. "Loyalty Rebates : An Assessment of Competition Concerns and a Proposed Rule of Reason," CEPREMAP Working Papers (Docweb) 0514, CEPREMAP.
  • Handle: RePEc:cpm:docweb:0514
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    File URL: http://www.cepremap.fr/depot/docweb/docweb0514.pdf
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    More about this item

    Keywords

    rebates; nonlinear pricing; exclusionary strategies; predatory pricing;

    JEL classification:

    • L42 - Industrial Organization - - Antitrust Issues and Policies - - - Vertical Restraints; Resale Price Maintenance; Quantity Discounts

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