Ariel Ezrachi is the Director of The University of Oxford Centre for Competition law and Policy; Slaughter and May Lecturer in Competition Law, Oxford University; and Fellow, Pembroke College, Oxford.Ulf Bernitz is Professor of European Law at Stockholm University; and Director of The Wallenberg Foundation Oxford/Stockholm Association in European Law, Institute of European and Comparative Law, University of Oxford.

• PART I: THE NATURE OF RETAIL COMPETITION ; 1. Private labels - what drives them forward ; 2. The business model for manufacturers' brands ; 3. Bargaining between retailers and their suppliers ; PART II: MARKET POWER AND THE ABUSE OF DOMINANCE ; 4. Market power in consumer goods industries ; 5. Private labels and branded goods: Consumers' "horrors" and "heroes" ; 6. Private Labels and Article 82 EC ; PART III: VERTICAL RESTRAINTS ; 7. Private labels, dual distribution and vertical restraints: An analysis of the competitive effects ; 8. The vertical/horizontal dichotomy in competition law: some reflections with regard to dual distribution and private labels ; PART IV: IN-STORE COMPETITION, PRICING, MARKETING AND ADVERTISING ; 9. Retailer and private labels: asymmetry of information, in-store competition and the control of shelf space ; 10. Misleading packaging, copycats and look-alikes: an unfair commercial practice? ; 11. Private labels, product variety, and price competition - lessons from the German grocery sector ; 12. Advertising, promotional campaigns and private labels ; PART V: RETAIL CONSOLIDATION AND THE USE OF REMEDIES ; 13. Retail consolidation: the implications of mergers and buying alliances ; 14. Retail competition - the use of ex-ante and ex-post remedies ; PART VI: PRIVATE LABALES - THE US EXPERIENCE ; 15. United States competition law policy - the private label experience ; PART VII: CONSUMER WELFARE AND ENFORCEMENT STANDARD ; 16. The 'consumer welfare' standard as a form of substantive protection for consumers under European competition law ; 17. Welfare objective and enforcement standard in competition law

An excellent understanding of the drivers of private labels using some of the best known empirical research in the area. Professor Philip Stern, Professor of Marketing, Bangor Business School.