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Abgrenzung zweiseitiger Märkte am Beispiel von Internetsuchmaschinen

Author

Listed:
  • Dewenter, Ralf

    (Helmut Schmidt University, Hamburg)

  • Rösch, Jürgen

    (Helmut Schmidt University, Hamburg)

  • Terschüren, Anna

    (Goodgame Studios)

Abstract

Google is supposed to be the dominant player in most search markets around the world. But what is a search market? To calculate a market share of 90% or more, it has to be clear what the denominator is: Does the search market also include product search and therefore Amazon and eBay or the search for private or personal contacts like on Facebook or LinkedIn? And is this relevant? Search engines do not charge users for their services, they earn money exclusively with advertisement. Hence, may the relevant market best be defined also through the advertisement market? In this paper we investigate those questions and find that the there is no general way to define “the search market”. The size of the market strongly depends on the question at hand. It may be very cumbersome to define the relevant market according to each problem. But the importance of search engines and the dynamics of the market leave no other choice. Claims against potentially strong players may be a popular way to generate attention but for a sound antitrust analysis, a detailed and rigorous market definition is essential.

Suggested Citation

  • Dewenter, Ralf & Rösch, Jürgen & Terschüren, Anna, 2014. "Abgrenzung zweiseitiger Märkte am Beispiel von Internetsuchmaschinen," Working Paper 151/2014, Helmut Schmidt University, Hamburg.
    • Handle: RePEc:ris:vhsuwp:2014_151
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    Citations

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    Cited by:

    1. Sörries, Bernd & Wissner, Matthias, 2023. "IKT in den Stromverteilernetzen: Aktueller Stand und Ausblick vor dem Hintergrund einer sektoralen Datenökonomie," WIK Discussion Papers 502, WIK Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste GmbH.
    2. Dewenter Ralf & Lüth Hendrik, 2015. "Eine alternative Definition von Suchneutralität / An alternative definition of search neutrality," ORDO. Jahrbuch für die Ordnung von Wirtschaft und Gesellschaft, De Gruyter, vol. 66(1), pages 221-242, January.
    3. Budzinski, Oliver, 2017. "Wettbewerbsregeln für das Digitale Zeitalter - Die Ökonomik personalisierter Daten, Verbraucherschutz und die 9. GWB-Novelle," Ilmenau Economics Discussion Papers 108, Ilmenau University of Technology, Institute of Economics.
    4. Budzinski Oliver & Köhler Karoline Henrike, 2015. "Is Amazon The Next Google?," ORDO. Jahrbuch für die Ordnung von Wirtschaft und Gesellschaft, De Gruyter, vol. 66(1), pages 263-288, January.
    5. Laura Dorfer, 2016. "Datenzentrische Geschäftsmodelle als neuer Geschäftsmodelltypus in der Electronic-Business-Forschung: Konzeptionelle Bezugspunkte, Klassifikation und Geschäftsmodellarchitektur," Schmalenbach Journal of Business Research, Springer, vol. 68(3), pages 307-369, August.
    6. Schweitzer, Heike & Fetzer, Thomas & Peitz, Martin, 2016. "Digitale Plattformen: Bausteine für einen künftigen Ordnungsrahmen," ZEW Discussion Papers 16-042, ZEW - Leibniz Centre for European Economic Research.
    7. Krämer, Jan & Wohlfarth, Michael, 2018. "Market power, regulatory convergence, and the role of data in digital markets," Telecommunications Policy, Elsevier, vol. 42(2), pages 154-171.
    8. Wiebke Roß & Jens Weghake, 2015. "10 Jahre YouTube: Von dem Aufstieg einer Plattform und der Entwicklung neuer Märkte zum Kollateralschaden einer Google-Regulierung?," TUC Working Papers in Economics 0014, Abteilung für Volkswirtschaftslehre, Technische Universität Clausthal (Department of Economics, Technical University Clausthal).
    9. Bertschek, Irene & Briglauer, Wolfgang & Hüschelrath, Kai & Krämer, Jan & Frübing, Stefan & Kesler, Reinhold & Saam, Marianne, 2016. "Metastudie zum Fachdialog Ordnungsrahmen für die Digitale Wirtschaft: Im Auftrag des Bundesministeriums für Wirtschaft und Energie (BMWi)," ZEW Expertises, ZEW - Leibniz Centre for European Economic Research, number 147040.
    10. Haucap, Justus & Heimeshoff, Ulrich, 2017. "Ordnungspolitik in der digitalen Welt," DICE Ordnungspolitische Perspektiven 90, Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE).
    11. Roß Wiebke & Weghake Jens, 2015. "10 Jahre YouTube: Von dem Aufstieg einer Plattform und der Entwicklung neuer Märkte zum Kollateralschaden einer Google-Regulierung? / 10 Years YouTube: From the Arising of a Platform and the Developme," ORDO. Jahrbuch für die Ordnung von Wirtschaft und Gesellschaft, De Gruyter, vol. 66(1), pages 195-220, January.
    12. Budzinski, Oliver, 2016. "Aktuelle Herausforderungen der Wettbewerbspolitik durch Marktplätze im Internet," Ilmenau Economics Discussion Papers 103, Ilmenau University of Technology, Institute of Economics.

    More about this item

    Keywords

    search engines; market demarcation; two-sided markets; google;
    All these keywords.

    JEL classification:

    • D40 - Microeconomics - - Market Structure, Pricing, and Design - - - General
    • K00 - Law and Economics - - General - - - General (including Data Sources and Description)
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General
    • L40 - Industrial Organization - - Antitrust Issues and Policies - - - General

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