Competition Protection and Philip Kotler’s Strategic Recommendations

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dc.contributor.authorFornalczyk, Anna
dc.contributor.organizationLodz University of Technology, Organisation and Management Department, Institute of European Integration and International Marketingen
dc.description.abstractP. Kotler’s recommendations of modern marketing tell managers how to achieve and maintain a dominant market position. Some of the recommended activities may, however, infringe European and Polish competition law. Objections are not raised by market success achieved as a result of high product quality, good customer care, high market shares, continuous product improvements, new product release, entry onto fast growing markets, and exceeding customer expectations. Competition law problems may appear when a given company, having reached a dominant position, starts abusing it by subjugating the market and dictating business conditions to other market players (suppliers, customers, consumers). This article focuses on predatory pricing, strategic alliances, mergers and acquisitions and State aid issues that may arise from the implementation of Kotler’s recommendations. For market success not to transform into a competition law problem, it is worth remembering the limitations imposed by competition law on the actions of dominant companies. The paper outlines these limitations.en
dc.description.epersonMichał Mijal
dc.publisherCenter for Antitrust and Regulatory Studiesen
dc.rightsUznanie autorstwa 3.0 Polskapl_PL
dc.subjectKotler’s theory of modern marketingen
dc.subjectleniency procedureen
dc.subjectstate aiden
dc.subjectexploitive or anti-competitive practicesen
dc.subjectpreventive control of mergers and acquisitionsen
dc.subjectstrategic alliancesen
dc.subjectpredatory pricingen
dc.subjectdominant market positionen
dc.titleCompetition Protection and Philip Kotler’s Strategic Recommendationsen
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