Competitive cross-couponing: A comparison of French and US perspectives

Authors
Collard, C Pustay, M Roquilly, C Zardkoohi, A
Citation
C. Collard et al., Competitive cross-couponing: A comparison of French and US perspectives, J PUBL POL, 20(1), 2001, pp. 64-72
Citations number
24
Categorie Soggetti
Economics
Journal title
JOURNAL OF PUBLIC POLICY & MARKETING
ISSN journal
07439156 → ACNP
Volume
20
Issue
1
Year of publication
2001
Pages
64 - 72
Database
ISI
SICI code
0743-9156(200121)20:1<64:CCACOF>2.0.ZU;2-O
Abstract
Coca-Cola's practice of cross-couponing violated French competition law. Th e authors provide a review of U.S. and French competition laws and then com pare price discrimination with product-switching explanations for Coca-Cola 's cross-couponing practice. The authors argue that cross-couponing is used to entice customers of rival brands to sample the firm's product and is ec onomically efficient.