Some Influences of EEC Competition Policy upon Marketing and Distribution ‘Service’ Agreements

Abstract

Explores the impact of recent EEC legislation, in particular the implications of Article 85, plus its regulations, of the Treaty of Rome where arrangements for selective or exclusive dealing can only be exempted from prohibition when the economic importance of the agreement is minor, or when the arrangement results in economic or technical benefits for the consumers. States marketing executives have, therefore, to take note of both national and community legislation in EEC countries. Reports that recently, companies that market in the Common Market countries, have become more aware of the EEC Commission's policy against firms who restrict, to the consumer's detriment, competition. Sums up that the Commission has implemented policy to prohibit selective distribution from 1962 forwards – this can only be avoided when the economic importance of the agreement is minor, considering market share involved.

Citation

Delagneau, B. (1977), "Some Influences of EEC Competition Policy upon Marketing and Distribution ‘Service’ Agreements", European Journal of Marketing, Vol. 11 No. 6, pp. 390-405. https://doi.org/10.1108/EUM0000000005023