Colgate-Palmolive, Unilever, Proctor and Gamble, and Henkel cooperated legally when they agreed to prearranged prices at which they would sell to retailers.

Question

Quizplus · Accepted Answer

Despite the potential benefits of co-opetition, companies need to guard against cooperating to such a great extent that their actions are perceived as collusion, a practice that has legal ramifications in the United States. In Strategy Spotlight 8.6, we see an example of crossing the line into illegal cooperation, when the soap firms agreed to a prearranged sales structure for their French markets.

Colgate-Palmolive, Unilever, Proctor and Gamble, and Henkel Cooperated Legally When