ORCID
Bartosz Targański: 0000-0002-5338-3936
Keywords
brand products, e-commerce, online sales, online search advertising, vertical restraints
Abstract
This comment discusses the case AT.4028 of 17 December 2018, where the European Commission imposed a fine of 39.8 million Euro on clothing company Guess for several restrictive provisions in agreements with its distributors in the EEA, including restrictions of online search advertising and online sales. The case demonstrates that e-commerce leads to disintermediation within the supply chain, which in turn leads to tensions between the manufacturer of branded products and authorized distributors operating in a selective distribution system. The case does not provide, however, much practical guidance on how to align online and offline channels into one distribution system supporting a prestigious image of branded products. Therefore, an example of a distribution system integrating online and offline sales from the practice of the Australian Competition and Consumer Commission is presented.
Recommended Citation
Targański, B. (2020). Is Selective Distribution Possible on the Internet? On Restrictions of Online Search Advertising and Online Sales in the Guess Case. Yearbook of Antitrust and Regulatory Studies, 13(21), 237-246. https://doi.org/10.7172/1689-9024.YARS.2020.13.21.9
First Page
237
Last Page
246
Page Count
9
Received Date
21.05.2020
Accepted Date
15.06.2020
DOI
10.7172/1689-9024.YARS.2020.13.21.9
Publisher
University of Warsaw
Publication Date
2020-09-30
