Co-operation and Collusion: Making the Distinction in Marketing Relationships

Author: Adrian Palmer

Source: Journal of Marketing Management, Volume 17, Numbers 7-8, August 2001 , pp. 761-784(24)

Publisher: Westburn Publishers Ltd

Key:

- Free Content

- New Content

- Subscribed Content

- Free Trial Content

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.

Keywords: BUYER-SELLER RELATIONSHIPS; BUSINESS-TO-BUSINESS MARKETING; CO-OPERATION; COLLUSION; REGULATION

Document Type: Research article

DOI: 10.1362/026725701323366818

The full text electronic article is available for purchase. You will be able to download the full text electronic article after payment.

$25.46 plus tax Refund Policy