### 날짜 : 2023-11-30 19:52 ### 주제 : #마케팅 #공부 ---- ### Examples of Predatory Pricing in the history > Predatory pricing is a controversial pricing strategy, and it's important to note that concrete examples of predatory pricing are often subject to legal disputes and investigations. Proving predatory pricing in a court of law can be challenging, as it requires demonstrating intent and anticompetitive behavior. 1. **Standard Oil Company (Late 19th Century):** John D. Rockefeller's Standard Oil Company is often cited as one of the earliest examples of alleged predatory pricing. Standard Oil was accused of engaging in aggressive pricing practices to drive competitors out of the market. The company would sell its oil at prices that competitors couldn't match, leading to the acquisition of numerous smaller oil companies. Ultimately, Standard Oil faced antitrust litigation, resulting in its breakup in 1911. 2. **Microsoft vs. Netscape (1990s):** In the 1990s, Microsoft faced allegations of predatory pricing related to its web browser, Internet Explorer. Microsoft bundled Internet Explorer with its Windows operating system and offered it for free. This bundling and pricing strategy were seen as an attempt to undermine Netscape Navigator, a competing browser. Microsoft's actions led to a high-profile antitrust case in which it was accused of anticompetitive behavior. Ultimately, Microsoft reached a settlement with the U.S. Department of Justice. These cases illustrate the challenges of proving predatory pricing and the legal complexities surrounding such allegations. Predatory pricing is generally considered illegal in many jurisdictions because it harms competition and can lead to monopolistic practices. However, successfully prosecuting cases of predatory pricing often requires strong evidence of intent and anticompetitive behavior. ### 출처(참고문헌) - ### 연결문서 - [[6.6 Pricing Tactics]]