Co-operation and Collusion: Making the Distinction in Marketing Relationships
Author: Palmer, Adrian
Source: Journal of Marketing Management, Volume 17, Numbers 7-8, August 2001 , pp. 761-784(24)
Abstract:Co-operative relationships between organisations may create added value for the partners involved, but they can also pose a threat to the competitiveness of markets. This paper reviews the economic and legal frameworks of co-operative marketing relationships and seeks to distinguish these from collusive relationships. A model of development from competition to co-operation to collusion is proposed, in which definitions of collusion are continually evolving in response to environmental change. This paper seeks to reconcile the benefits accruing to businesses involved in co-operative relationships, with the possible welfare loss resulting from restrictive relationships. Conceptual frameworks underlying buyer-seller relationships are evaluated from the perspective of models of economic efficiency and legal frameworks. A number of recent cases are evaluated in the context of this discussion.
Document Type: Research Article
Publication date: August 2001