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IBT Class Notes
IBT Class Notes
Week 5 –Notes
Non-Establishment Forms of International Business
It is a progression for the seller, which is a US Company, from actions that are least
integrated in the foreign country to the actions of the business that make it the most
integrated. In the case of non-establishment forms, the seller hires an agent, a
distributor or a contract manufacturer (third party who is authorized to manufacture the
seller’s products in the foreign country for sale) in a foreign market. These methods
allow the US seller to gain more control over the foreign market than the direct selling of
its products there but less control than partially/totally acquiring a business in that
market.
If these agency/distributor relationships are successful (“testing the water”), the US
seller may choose to proceed to the next step, which is contract manufacturing. Moving
on, if contract manufacturing is successful, the parties will deepen their business
relationship by forming a joint venture. It may also be the case that the US Seller may
acquire a foreign manufacturer or set up its wholly owned foreign subsidiary.
In short, the progression is as follows:
1. Agency/Distributorship
2. Contract Manufacturing – Licensing a foreign entity to manufacture its products in
the foreign market. This is the use of the Seller’s IP and the transferring of IP is
critical here. In case of services, franchising is also a form of contract manufacturing.
Pronuptia Case
The court explains why the certain mentioned restrictions are necessary for a franchise
to work. In short, mutually exclusive territorial restrictions are not considered to be
necessary to maintain a franchise system and run afoul of the restrictions against
market sharing.
Schillgalis is a franchisee carrying on business under the name of Pronuptia in
Hamburg. Franchisor is the German Subsidiary of the French company of the same
name. Franchisee claims that she does not owe royalties to the German subsidiary
because the franchise agreement is in violation of Article 101(1) of the EU Competition
laws.
The issue was whether franchise agreements (such as the one in question), which have
their object as the establishment of a special distribution system would be governed by
Article 101(1) of the TFEU?
Held: Such a system that allows the franchisor to profit from their own success, does not
in itself interfere with competition. There are two conditions to be met for a franchise
arrangement to be successful:
1. Franchisor must be able to communicate his know-how to the franchisee and
provide them with the necessary assistance in order to enable them to apply the
methods without running the risk of that information reaching their competitors.
Measures taken to this extent and to preserve this do not constitute competition.
2. Franchisor must be able to take the measures necessary for maintaining the
identity and reputation of the network bearing their business name or symbol.
Any provision that allows for such means of control is not a restriction on
competition under the scope of Article 101(1). [Refer to pg. 689 for examples of
such measures.]
3. Provisions that share markets between the franchisor and the franchisees or
between franchisees constitute restrictions of competition for the purposes of
Article 85(1). Franchise agreements for the distribution of goods which contain
provisions sharing markets between the franchisor and the franchisees or
between franchisees are capable of affecting trade between Member States.
After this case, the EC issued Regulation No. 4087/88 in 1989 that was specifically
directed at distribution and service franchises. Superseded by Commission Regulation
330/2010.
Week 7 – Holiday