T HE A NTITRUST B ULLETIN: Vol. 55, No. 2/Summer 2010 : 381 Free riding and resale price maintenance: Insights from marketing research and practice BY GREGORY T. GUNDLACH,* JOSEPH P. C ANNON** AND KENNETH C. MANNING*** Although a topic of considerable interest and debate for nearly 100 years, antitrust understanding of resale price maintenance (RPM) has been informed primarily through theory developed in antitrust eco- nomics with limited empirical evidence. Addressing calls for research on RPM and its related practices, the current article draws upon exist- ing academic and practitioner research in marketing to identify rele- vant insights and findings for understanding the primary justification for RPM—the so-called free rider explanation. Through its examina- tion of research on multi-channel shopping and multi-channel mar- keting, distribution, retailing, and customer management, the article augments antitrust understanding in important and novel ways. * Coggin Distinguished Professor of Marketing, University of North Florida, and Senior Research Fellow, American Antitrust Institute. Professor Gundlach served as an expert for PSKS in Leegin Creative Leather Products, Inc. v. PSKS, Inc., 127 S. Ct. 2705 (2007) and related cases. ** Associate Professor of Marketing, Colorado State University. *** Professor and FirstBank Research Fellow, Colorado State University. AUTHORS’ NOTE: The authors have benefitted from the helpful comments and sug- gestions of Richard Brunell, Paul Dobson, Albert Foer, Warren Grimes, Pauline Ippolito, and Robert Steiner. We are grateful to the American Antitrust Institute for financial support of this research. Please email comments to:
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