Ex-post merger analysis: A case study of a P&G/Gillette merger
Ex-post merger analysis: A case study of a P&G/Gillette merger

Author(s): Tomáš Houška
Subject(s): Business Economy / Management, Financial Markets
Published by: Masarykova univerzita nakladatelství
Keywords: competition policy; merger simulation; efficiency; remedies; nested logit model;
Summary/Abstract: Recent trends in competition policy emphasize the significance of post-merger assessment studies, especially in cases where competition agencies actively intervened. Reviewing these merger decisions later in time can determine their efficiency and identify whether there was a more appropriate way to reach the economic objective of merger regulation. Identifying weaknesses in merger-review process is desirable as it improves the efficiency of the future merger decision issued by the competition authority. Using a case study of P&G/Gillette merger from 2005, I conduct a post-merger analysis and evaluate the efficiency of structural remedies imposed by Federal Trade Commission (FTC) on one of the influenced markets (market for men's deodorants).

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