Les problématiques liées aux marques dans les pratiques anticoncurrentielles

Maurice Nussenbaum and C. Karsenti
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Maurice Nussenbaum: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Brand management has become an essential part of companies' competitive strategy. Yet, brands are still secondary in most economic analysis and raise questions in competition law.The economic and legal analysis of anti-competitive practices does not seek to analyze brands specifically, but can sometimes recognize their role to develop barriers to entry. Decisions rendered by competition authorities and national courts in France concerning brands are often limited to cases of possible abuse of dominant position by former legal monopolies. However, one can learn from the limited consideration of the strategic and economic analysis of brands. Indeed, it would be necessary to develop the recognition, by the competition authorities, of the role of brands in the definition of relevant markets and in economic analyses, as there are specific tools developed by management sciences foranalyzing and valuing the power of the brand.

Keywords: France; Union Européenne; Ententes; Marché pertinent; Barrières à l’entrée; Analyse économique (search for similar items in EconPapers)
Date: 2016
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Published in Concurrences, 2016, 1

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04655458

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