The slippery slope of price fixing

For the past 96 years, retailers have been protected under an umbrella of antitrust laws prohibiting the collusion of manufactures from establishing and maintaining minimum prices for retail and consumer goods. The implications of the new ruling present a significant change to the relationship between price, value and demand in the US market.

After nearly 100 years of legislation supporting free-market pricing philosophies - where price is set by the market in a complex but efficient dance between value, need, availability and cost the market could bear - the Supreme Court overturned existing law in June 2007. The new ruling opened the door for manufacturers and domineering retailers to discuss pricing strategy.

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