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Ali predatorstvo v digitalni platformni ekonomiji predstavlja racionalno poslovno strategijo?
Brumec, Matej (Author), Grilc, Peter (Mentor) More about this mentor... This link opens in a new window

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Abstract
V magistrskem diplomskem delu z naslovom »Ali predatorstvo v digitalni platformni ekonomiji predstavlja racionalno poslovno strategijo?« nameravam proučiti racionalnost poslovne strategije predatorskih cen na trgu digitalnih platform. Predstavljena sta teorija in judikatura s področja pravne ureditve predatorskih cen in racionalnosti predacije v ZDA in EU. Na začetku sem predstavil ekonomske značilnosti trgov digitalnih platform, nato v drugem delu sledi kratka predstavitev definicije in pomena poslovne strategije. V tretjem delu se opredelim do pravnega vidika splošne ureditve predatorskih cen v ZDA in EU in do pravnega vidika predatorskih cen v digitalni ekonomiji. Pri analizi sodne praske SEU sem obravnaval zadeve AKZO, Tetra Pak, Wanadoo (France Telekom), Post Danmark I in Intel. Sodišče tekom zgodovine spreminja cilj konkurenčnega prava iz varstva integracije notranjega trga v varstvo blaginje potrošnikov in posledično svojo presojo utemeljuje na bolj empiričnem ekonomskem pristopu. Pri analizi sodne prakse Vrhovnega sodišča ZDA sem obravnaval zadeve Standard Oil, Utah Pie Co. v. Continental Baking Co., Matsushita v. Zenith Ratio Corp., Brooke Group Ltd. v. Brown & Williamson Tobacco Corp., kjer sodišče že zgodaj zavzame presojo na podlagi ekonomske presoje in se pri argumentaciji sklicuje na doktrino Chicaške šole. Ekonomski pristop je pomemben pri konkurenčnopravni presoji predacije na trgih digitalnih platform, saj se tako zagotovi višjo kakovost odločb. V zadnjem delu proučim racionalnost predatorskih cen v digitalni platformni ekonomiji in predstavim primer poslovne cenovne strategije družbe Amazon. Na koncu ugotovim, da so predatorske cene na trgu digitalnih platform lahko racionalna poslovna strategija.

Language:Slovenian
Keywords:digitalne platforme, poslovna strategija, predatorstvo, racionalnost predatorskih cen, Intel, Post Denmark I, Brooke Group, Amazon.
Work type:Master's thesis/paper (mb22)
Organization:PF - Faculty of Law
Year:2018
COBISS.SI-ID:16475473 Link is opened in a new window
Views:180
Downloads:180
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Secondary language

Language:English
Title:Is predatory pricing in digital platform economy a rational business strategy?
Abstract:
In the master thesis »Is predatory pricing in digital platform economy a rational business strategy?« my goal is to conduct a research relating to rationality of predatory pricing in digital platform markets. Research is based on legal theory and jurisprudence in United States and European Union. First, I introduced the economic theory of digital platforms, which is followed by definition and theory of business strategy. In third part, I present the historical development of jurisprudence in EU and US regarding the doctrine of predatory pricing and moreover, of predatory pricing in digital platform economy. In the analysis of European jurisprudence I have analyzed the following cases AKZO, Tetra Pak, Wanadoo (France Telekom), Post Danmark I and Intel. The Court of Justice of the European Union has throughout the history turned its goal from market integration of the internal market towards consumer welfare. The assessment is thus, based on a more economic approach. In the analysis of the U.S. Supreme Court jurisprudence I had examined the following cases Standard Oil, Utah Pie, Matsushita v. Zenith and Brooke Group. The Court developed the antitrust doctrine by citing Chicago School scholars. A more economic approach is relevant in the cases concerning predatory pricing in digital platforms because it results in better final decisions. In the last fourth part, I have analyzed the rationality of predatory pricing in digital platform economy and I have also presented a case study regarding business pricing strategy done by Amazon. At the end, I have concluded that predatory pricing in the market of digital platforms could be a rational business strategy.

Keywords:digital platforms, business strategy, predatory pricing, rationality of predatory pricing, Intel, Post Denmark I, Brooke Group, Amazon.

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