Network Organization and Systems Competition: A Marketing Analysis
Document Type
Article
Publication Date
12-1-2014
Abstract
Network organization and systems competition challenge competition policy and antitrust law. Networks can be powerful engines of marketing and innovation, but they can also function in ways that raise competition questions and antitrust concerns. Drawing on the marketing literature, the authors explain the nature and competitive behavior of firms operating in and competing through networks. Key questions for understanding and analyzing marketing networks in competition policy and antitrust law are discussed. The article adds marketing insights to the growing dialogue on network forms of business organization and systems competition. It also demonstrates the benefits of including knowledge from marketing and related disciplines in competition policy and antitrust analysis.
Publication Title
Antitrust Bulletin
Volume
59
Issue
4
First Page
743
Last Page
768
Digital Object Identifier (DOI)
10.1177/0003603X1405900403
ISSN
0003603X
E-ISSN
19307969
Citation Information
Achrol, & Gundlach, G. T. (2014). Network Organization and Systems Competition: A Marketing Analysis. Antitrust Bulletin, 59(4), 743–768. https://doi.org/10.1177/0003603X1405900403