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Making*
by
*
We thank Ian Harper, Donald Robertson and Philip Williams for helpful discussions. Of course,
responsibility for all views expressed lies with the authors.
**
Department of Economics, Department of Economics and Melbourne Business School, respectively.
All correspondence to Joshua Gans, Melbourne Business School, 200 Leicester Street, Carlton,
Victoria 3053; E-mail: J.Gans@mbs.unimelb.edu.au. The latest version of this paper is available at
http://www.mbs.unimelb.edu.au/home/jgans.
2
I. Introduction
1
There is a large economics literature that considers this general problem and potential solutions.
Baron (1989) and Laffont and Tirole (1992) provide useful survey of this literature.
2
The ACCC may consider cost savings as a ‘public benefit’. However, it has stated that if cost savings
are retained by the relevant firms and not passed on to consumers then they are likely to be given less
importance in evaluating the net public benefit or detriment from a merger, compared with the same
situation where the cost savings are passed on to consumers. See the ACCC’s merger guidelines
(Australian Competition and Consumer Commission, 1996), paragraphs 6.43 and 6.44. In the parlance
4
of economics, this means that a merger is more likely to be authorised if it not only raises social
welfare but also ensures that some of the welfare gain is passed on to consumers.
5
raises social welfare, then the firms can afford to either share some of these
gains while still raising profits, or at least commit not to undertake any
secondary actions (such as lowering output post-merger) that may harm
consumers. A gain in social welfare creates a potential benefit to both the
relevant firms and consumers, and a behavioural undertaking can signal
these mutual benefits to the regulator.
We illustrate our argument in detail below, focussing on the case of a
horizontal merger. We begin by outlining the legal process of authorisations
and undertakings and reporting on some examples of how these have been
applied to date. We note that the ACCC has accepted many undertakings
with respect to mergers but that the vast majority of these have been
structural rather than behavioural in nature. Section III then constructs the
problem facing the regulator in merger analysis. In section IV, we
demonstrate how a quantity undertaking can provide a perfect signal about
the social efficiency of a merger. Indeed, we demonstrate there that such a
signal might also lead to socially beneficial mergers taking place that might
otherwise have been privately unprofitable. Section V discusses the practical
problems involved with behavioural undertakings that may concern the
ACCC. We argue that these concerns are misplaced given that half of the TPA
and role of the ACCC is about on-going regulation. A final section concludes.
3
Mergers examined under section 50 will contravene the TPA if they have the (likely) effect of
substantially lessening competition in a substantial market. However, mergers dealt with under the
authorisation process will be allowed notwithstanding an anticompetitive effect so long as it can be
shown that the merger will produce a net public benefit. The main benefits likely to be given weight
by the ACCC are cost efficiencies and factors leading to an increase in international competitiveness.
Therefore, the types of undertakings parties will make under each process are quite different.
4
Section 87B undertakings can also be accepted by the ACCC in the exercise of all its powers (except
Part X) of the TPA.
7
5
See Australian Competition and Consumer Commission (1996) paragraph 7.11. Clearly behavioural
undertakings raise regulatory issues despite being offered by the relevant firm(s). Prior to the ACCC
making a decision about a merger, firms will often be relatively willing to offer undertakings.
However, once the ACCC has decided not to oppose a merger and the merger has been implemented,
firms’ incentives to implement the undertakings are sharply reduced and a significant degree of
monitoring by the ACCC is often required. However, the same problems also arise to some degree with
structural undertakings. For example, if the undertaking involves asset sales, it may be difficult for the
ACCC to guarantee that the assets actually sold are the same as specified in the undertaking. Further,
the sale will usually only occur if the firm receives a reasonable price. But this may be a source of
dispute.
8
assets it would acquire after the merger, thereby avoiding the anti-
competitive effects of the merger.
The Ampol-Caltex merger also involved a structural undertaking. The
ACCC concluded that the proposed merger would breach section 50 by
reducing the number of oil companied from five to four. The parties offered
undertakings that had the effect inter alia of facilitating import competition
that would not otherwise have occurred. In this instance the undertaking to
increase import competition was regarded as balancing the reduced
competition in the domestic market.
Despite the strong statements in the merger guidelines, the ACCC will
accept behavioural undertakings so long as they are coupled with structural
undertakings. In the Caltex-Ampol merger ,the parties agreed not to deal
exclusively, thereby relieving concerns about the vertical aspects of the
merger. The parties also guaranteed supply of petrol at a competitive price
during a transition phase. Similarly in the Westpac-Bank of Melbourne
merger the parties agreed to provide access to third parties of its ATMs at
agreed upon access prices.
Behavioural undertakings have also been used in authorisations to
ensure that there are sufficient public benefits from a merger. In the Davids-
Composite Buyers case, the ACCC accepted undertakings regarding the terms
and conditions between Davids and retail consumers. Presumably, this
undertaking was accepted to guarantee that private benefits, in the form of
cost savings to Davids, were (at least in part) passed on to retail consumers.
These undertakings were later withdrawn and the Tribunal authorised the
merger without such undertakings.
While the ACCC largely dismisses behavioural undertakings as
unworkable, they do not consider the potential benefits that might flow from
behavioural undertakings. As we demonstrate, these benefits might be
substantial.
6
See Australian Competition and Consumer Commission (1996) paragraph 7.10.
9
7
Suppose that market (inverse) demand is given by P = 10 – (q1 + q2). Firm 1 has a (constant)
marginal cost of 0 while 2’s is c. The firms initially compete as Cournot duopolists. If c > 25/11and
merger rationalises production to 1’s assets, then a merger raises the sum of consumer and producer
surplus. This is because the merger reduces average industry costs be a sufficient amount to overcome
deadweight losses associated with the merged firm’s market power. Such efficiency improvements
from the removal of smaller firms can also occur in contestable markets (see Gans and Quiggin, 1997).
8
While Demsetz (1974) notes that a merger may remove an inefficient competitor, Williamson (1968)
notes that a merger can create a new more efficient firm.
9
The assumption of constant marginal costs is made without loss in generality. All the arguments
below extend to the case of increasing (or indeed, decreasing) marginal costs, although this would
complicate the graphical analysis.
10
case that P1 < P0 so that the merger is pro-competitive rather than anti-
competitive.
Alternatively, it could be the case that P1 > P0. Social welfare will fall
due to the reduction in industry sales after the merger. But this will be at least
partially offset by gains in producer surplus due to more efficient production.
Determining the net effect of the merger on social welfare requires explicit
analysis, as depicted in Figure 1. Suppose that the merged firms reduce their
combined output from q0 to q1. The area E represents the increment to profits
from the cost reductions achieved by the merging firms while B – D is the net
increment in the merged firm’s profits from a greater ability to exercise
market power. However, the merged firms lose A to other firms who expand
production in response to the rise in industry price.10 Those firms also gain F
as a result of the price rise. The total change in industry producer surplus as a
result of the merger is B + E – D + F.11 The merger will be privately profitable
for the relevant firms if B + E – A – D is positive. B + C + F represents the loss
in consumer surplus as a result of the merger. Therefore, the merger will be
socially beneficial if B + E – D + F exceeds B + C + F, or E > C + D.
Given the potential for cost reductions, the regulator faces a difficult
problem when evaluating a merger. A particular merger proposal may be
predominantly motivated by a reduction in competition (B – D – A) or by cost
10
Our conclusions in this paper about the desirability of minimum quantity undertakings rest on three
relatively weak assumptions about firm interaction. First, we assume that if there is an increase (no
change) in the total output of one subset of firms then the best response by all other firms leads to an
increase (no change) in total industry output ceteris paribus. In other words, if a subset of firms raises
their output, other firms may lower output but not to such a degree that total industry output falls. This
is a standard assumption and is satisfied, for example, by a standard Cournot model. Also, if there is no
change in the output of a subset of firms then, in the absence of any other change, total industry output
is unchanged. This means that simply the act of merger with no change in the output of the merged
firms cannot change the behaviour of other firms in the industry. This will normally be satisfied so long
as firms make independent strategic decisions.
Secondly, we assume that there is a unique well-defined equilibrium in the industry both pre-
merger and post-merger. This assumption is for convenience as it enables us to ignore issues of
multiple equilibria.
Thirdly, we assume that if a subset of firms face an increase in production costs then its
equilibrium output cannot increase ceteris paribus. This rules out the intuitively implausible case
where a merger raises the merged firms’ costs, the merged firms increase output, industry output rises
and consumer prices fall, but social welfare falls because of the rise in the merged firms’ costs.
The diagrammatic analysis presented in this paper is based on a standard Cournot model but
this is purely for exposition.
11
A is simply a transfer among firms and does not affect industry producer surplus.
11
reductions for the firms (E). However, evidence on cost reductions comes
from the merging firms themselves. If those firms know that a regulator is
more likely to authorise a merger if there is favourable evidence on cost
reductions then the firms are likely to present such evidence. Unfortunately,
this information may be distorted and unreliable. While the merging firms
know the true underlying motivation for the merger and the expected extent
of any cost reductions that are likely to be achieved, there is an asymmetry of
information between the regulator and firms. The regulator may try and
reduce this asymmetry by conducting further investigations but it will
inevitably need to rely on information provided by parties who have a vested
interest in the merger. It will be difficult for the regulator to verify
information provided to it. After all, the regulator is not trying to determine
cost reductions that have already been achieved but rather the merging firms’
beliefs about potential savings and the true reason behind the merger. So the
regulator must look upon the information provided by parties with a sceptical
eye and potentially might refuse some mergers that would be socially
beneficial.12
The regulator may try and gather other information about the
proposed merger that is less open to distortion and manipulation. Swan
(1995) argues that competitors’ responses to the merger provide relevant
information to regulators.
As a matter of logic, rivals should unambiguously support mergers which are
anti-competitive but will do their best to prevent mergers which promote
synergies and cost reductions. To the extent that the merger has elements of
both anti-competitive effects and synergistic cost reductions, the net balance
between these two offsetting effects should determine the attitude of rivals
towards the merger. Rivals are likely to have a better idea than any group
outside the industry, no matter how knowledgeable, as to whether a
proposed merger is on balance pro- or anti-competitive in its effect. The more
that synergistic cost reductions outweigh anti-competitive effects, the more
likely rivals are to oppose the merger. (Swan, 1995, pp.88-89; the italics in
original)
12
See Milgrom and Roberts (1986) for a discussion of the optimality of such scepticism.
12
be less than 0, and competitors will be harmed by the merger, only if P0 > P1.
In this case, the merger is pro-competitive. Swan argues that if competitors
object to a merger, they are signalling to a regulator that F + A < 0 and, as a
result, the regulator should infer that such a merger is socially beneficial and
allow it go ahead. On the other hand, if rivals do not oppose a merger, this
indicates that F + A ≥ 0 and the case for the merger depends on the magnitude
of cost reductions.
Swan’s argument appears to give the regulator a means of evaluating a
merger without determining the extent of cost reductions. However, it has
two serious limitations. First, if competitors’ reactions did provide a perfect
signal of F + A, then this tells the regulator about the potential for the merger
to result in lower prices. But social welfare may improve even if P0 < P1. The
information reduces the regulator’s information problem but does not solve it.
More importantly, the “reactions” of rivals may be manipulated, so that any
systematic attempt by the regulator to use this information would undermine
its value. To see this, imagine that a regulator adopts a rule that if rivals object
it approves the merger. Then rivals will have an incentive to act strategically
in their response to a merger proposal. If it really is the case that F + A ≤ 0,
they should keep silent or perhaps publicly support the merger. On the other
hand, if it is the case that F + A > 0, they should publicly decry the merger. It
cannot be an equilibrium for the information provided by rivals’ objections
(or otherwise) to be useful to regulators.
Farrell and Shapiro (1990) suggest an alternative approach to help
alleviate the regulator’s problem.13 The fact that a merger is proposed at all
indicates that it is privately profitable so that B + E > A + D. A merger is
socially desirable if and only if E > C + D. Hence, if A > B + C, it must be the
case that any privately profitable merger is socially desirable as well.14 In
effect, the Farrell and Shapiro test evaluates the net benefits to agents other
than the merging firms. These are the other firms in the industry (who get F +
13
Similar, more specific analyses are provided by Levin (1990) and McAfee and Williams (1992).
13
A) and consumers who lose (F + B + C). This external effect is positive if A > B
+ C.
The Farrell and Shapiro test reduces the regulator’s reliance on
information supplied by the merging firms because the components A, B and
C do not directly depend on the degree of cost savings. A relates to the
aggressiveness of competing firms’ responses to output reductions. B
depends on the market share of the merging firms. C relates to the elasticity of
market demand. Farrell and Shapiro (1990) provide some simple tests that are
based only on pre-merger market shares and demand elasticity that indicate
when a privately profitable merger will be socially profitable. These tests,
however, suffer from several difficulties. First, they require specific
knowledge of market and technological conditions. Second, they are only
sufficient conditions. Hence, some socially profitable mergers may not pass
the tests. Finally, the tests rely on private profitability. Regulatory rules based
on them do not ensure that every socially profitable merger takes place.15
The Farrell and Shapiro approach offers a way for regulators to trade-
off the anti-competitive and cost reducing effects of a merger. But it is far
from perfect. As we will discuss in the next section, effective undertakings
may help regulators to evaluate mergers without having to obtain detailed
knowledge of the industry structure and of the magnitude of potential cost
reductions.
14
A merger is privately profitable if E – D > A – B and socially beneficial if E – D > C. The private
condition is more stringent than the social condition if A – B > C.
14
15
Ziss (1998) also demonstrates that when output decisions are delegated within a corporation, the
tests are limited in their applicability.
15
industry profits so firms that seek to merge when there are no cost savings
would not be willing to make such an undertaking.16
In brief, a minimum quantity undertaking is a credible signal that the
merger involves expected cost savings and guarantees that those cost savings
will not be more than offset by a fall in consumer surplus due to diminished
post-merger competition.
There are several things to emphasise about the minimum quantity
undertaking. First, the regulator does not need to know anything about the
industry, the magnitude of ∆, or the level of concentration in the industry. All
it needs to know is q0. While determining q0 may be difficult in practice it will
often present the regulator with significantly less difficulty than determining
likely cost savings or potential competitive reactions.
Secondly, it is well known that socially beneficial mergers may not be
privately profitable in a Cournot oligopoly (Salant, Switzer and Reynolds,
1983). This is because the merged firm loses A to other firms in the industry. If
A is large, it is possible that a socially beneficial merger is not privately
profitable.17 However, with the undertaking, the merged firm does not lose A
as a result of the merger. The minimum quantity undertaking aligns private
and social incentives and encourages mergers that are socially desirable but,
in the absence of a minimum quantity undertaking, would not have been
privately profitable. This is possible because the undertaking changes the
post-merger equilibrium in the industry. It can help the merged firms
maintain higher output when this is in both their own and society’s interest
but, in the absence of the undertaking, would not be credible.
Finally, note that the undertaking actually improves the efficiency of
the merger. Without an undertaking, the regulator could approve a merger if
16
Formally, to see that these conclusions follow from our three assumptions on firm behaviour
presented in footnote 12, the second assumption means that we can avoid multiple equilibria. If ∆ < 0,
then the quantity undertaking must bind by the third assumption, so the merged firms will make a loss.
The merger is socially and privately unprofitable. If ∆ ≥ 0 and the quantity undertaking does not bind,
then industry output must rise by the first assumption so the merger is socially profitable if it is
privately profitable. If the quantity undertaking binds, then by the first assumption, industry output will
be unchanged and the merger is socially desirable if it is privately profitable.
17
Note that the social benefits from a merger are greater than the private benefits if A – B > C.
16
18
To see why quantity rather than price undertakings directly address the competitive concerns,
consider the following simple example. Suppose a merged firm made a price undertaking then sold on
its operations to create another company. The ‘shell’ of the merged companies can trivially satisfy the
price restriction and simultaneously sell nothing. The new company would be free of the price
restriction and can set its production to maximise profit. This could not occur under a minimum
quantity restriction as the ‘shell’ would still have to meet the outcome target or face a penalty.
19
For example, the industry may move to a new equilibrium where the merged firm reduces production
but other firms raise production so that industry output and price remain unchanged. This outcome
satisfies the price undertaking but, to the degree that the merged firm has lower production costs, this
outcome represents a less efficient mix of production than under a quantity undertaking.
17
action would be profitable except in the relatively short term. To the degree
that the regulator can judge an appropriate quantity undertaking on the basis
of outputs over a number of years, it is unlikely that unilateral preparation for
merger would represent a major problem.
When using historic data to judge an appropriate quantity
undertaking, the regulator will need to allow for a variety of factors that may
alter output over time. These same issues arise when placing the quantity
undertaking in a dynamic context, and are discussed below.
There has been significant work on price cap regulation that provides the
basis for analysing appropriate quantity undertakings.20
In some ways, a quantity undertaking has significant advantages over
traditional price cap regulation. First, under price cap regulation an outside
authority often imposes the rule on the firm. In contrast, under a quantity
undertaking the firms that are seeking the merger and who gain the benefits
from the merger also design the quantity rule. They must then convince the
regulator that the rule is appropriate. This has a number of benefits. Unlike a
standard regulated firm that has interests directly opposed to the regulator,
the interests of the merging firms and the regulator are partially aligned. To
the degree that the merger is efficient, both sides gain from the merger going
ahead. In fact, as noted above, an effective minimum quantity undertaking
can improve the profitability of a merger so both the merging firms and the
regulator may gain from the undertaking process. Secondly, the merging
firms can make subjective judgements about the degree of adjustment to build
into the undertaking. The firms are in the best position to evaluate future risks
from a quantity undertaking. If they adjust for future changes in the
undertaking rule, they must convince the regulator that the rule is
appropriate. The firms can trade off the market risk with the regulatory risk.
Finally, unlike price cap regulation, a quantity undertaking will usually have
a fixed and finite life. The quantity undertaking is designed to prevent
anticompetitive abuse of market power by merged firms in the short to
medium term. A minimum quantity undertaking is not meant to be a long
term solution to potential market power. Rather, it is a regulatory tool that
can be used in the medium term to prevent potential abuse of market power.
In the longer term, competition could usually be expected to mute or
eliminate anticompetitive market power.
20
For example, Armstrong, Cowan and Vickers (1994) presents a useful overview of price caps
including regulatory experience in the UK.
20
market rules. Unlike the U.S. Department of Justice, the ACCC has a variety
of roles that involve on-going regulation.
The ACCC was formed on November 6, 1995 when the Trade Practices
Commission and the Prices Surveillance Authorities merged. Under the Prices
Surveillance Act 1983, the Commission has a mandate to monitor specified
prices, to vet proposed price rises for certain firms and to investigate pricing
practices when requested by the federal treasurer.
The ACCC arbitrates and determines access terms and conditions
under Part IIIA of the TPA. Further, the ACCC regulates prices for
aeronautical charges at privatised airports and for a variety of
telecommunications services. The ACCC also has a role in monitoring service
quality, for example, when regulating airports. Put simply, the ACCC has
significant experience with the type of on-going monitoring that would be
needed for a successful behavioural undertaking.
As noted above, the willingness of the ACCC to accept structural
rather than behavioural undertakings may reflect a simplistic belief about the
ease of enforcement of the former relative to the latter. Structural
undertakings may be difficult to formulate. The ACCC will often require
more information when judging a structural undertaking compared with, say,
a quantity undertaking. For example, if the merging firms undertake to divest
certain assets, then the ACCC must know if these assets will be sufficient to
allow either improved competition by current competitors or for new firms to
enter. It will often be difficult for the ACCC to judge the appropriateness of
the relevant assets. Structural undertakings also have rather uncertain
consequences. While some assets may be sold under an undertaking, this is
not the same thing as ensuring that potential competitors buy these assets and
then successfully enter the relevant industry.
In contrast, behavioural undertakings, such as the quantity
undertaking discussed above, may be relatively easy. While the actual
quantity rule may be complex, there is significant experience in formulating
similar rules. More importantly, behavioural undertakings can be specific to
23
the underlying competitive problem. The problem with a merger is that the
merged firms might lower total output to use their increased market power.
A behavioural undertaking based on quantity directly addresses this issue,
unlike a structural undertaking. Further, subject to issues of enforcement, the
quantity undertaking discussed above acted as a perfect mechanism to
separate socially desirable and undesirable mergers. In contrast, an
undertaking to, say, sell certain assets, may prevent socially desirable mergers
if such a sale raises the merged firm’s costs of operation. Conversely, it may
allow undesirable mergers to continue. The asset sale may remove some of
the merged firm’s ability to exploit market power but still leave it with the
ability to raise prices and limit output after the merger.
VII. Conclusion
Figure 1
P1
P0 F B C
A D
c
H E G
c-∆
q1 P(Q)
q0
Q1 Q0 Q
26
References
Armstrong, M., S. Cowan and J. Vickers (1994), Regulatory Reform, MIT Press:
Cambridge (MA).
Laffont, J-J. and J. Tirole (1992), The Theory of Incentives in Procurement and
Regulation, MIT Press: Cambridge (MA).
McAfee, R.P. and M.A. Williams (1992), “Horizontal Mergers and Antitrust
Policy,” Journal of Industrial Economics, 40 (2), pp.181-187.
Salant, S.W., S. Switzer and R.J. Reynolds (1983), “Losses from Horizontal
Merger: the Effects of an Exogenous Change in Industry Structure on
Cournot-Nash Equilibrium,” Quarterly Journal of Economics, 98 (1),
pp.185-199.
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