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59 Antitrust Bull. 743 (2014)
Network Organization and Systems Competition: A Marketing Analysis

handle is hein.journals/antibull59 and id is 789 raw text is: THE ANTITRUST BULLETIN: Vol. 59, No. 4/Winter 2014 : 743 I twork organization and systems competition: A marketing analysis BY RAVI S. ACHROL* AND GREGORY T. GUNDLACH** 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. KEY WORDS: networks, network organization, systems competition, market- ing, distribution, vertical marketing systems, business ecosystems I was once in the habit of telling pupils that firms might be envisaged as islands of planned coordination in a sea of market relations. This now seems to me a highly misleading account of the way in which industry is in fact organised . . .. Firms are not islands but are linked together in patterns of cooperation and affiliation.' * Professor of Marketing Science and Interim Associate Dean for Research & Doctoral Studies, The George Washington University. ** Coggin Distinguished Professor of Marketing, University of North Florida and Senior Research Fellow, American Antitrust Institute. I G.B. Richardson, The Organisation of Industry, 82 EcoN. J. 883, 895 (1972). @ 2014 by Federal Legal Publications, Inc.

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