Abstract
This paper considers how the proliferation of new collaborative relationships presents a challenge for regulating agencies. Agencies' overriding concern is to protect the consumer, a potentially innocent bystander. The lesson for those envisioning and planning strategic alliances, including supplier–reseller partnerships, is to know not only their prospective partners, but also to know the potential impact of prospective collaborations on customers and the consuming public in general. The authors go on to review the response of regulatory agencies and the new guidelines that these agencies are using to preserve historic competition-related consumer benefits, while at the same time trying not to impact consumers from receiving additional benefits that flow from strategic alliances.
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