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Geographic Market Definition in the Merger Guidelines: A Retrospective Analysis

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This article explains the trajectory of the six Horizontal Merger Guidelines – 1968, 1982, 194, 1992, 1997, and 2010 – serves as a chronicle of how geographic market definition has changed over the last 50 years. Using the Pabst Brewing Company and Blatz Brewing Company merger challenged by the DOJ in 1959 as an example, the article traces the development of geographic market definition and its varying implications for assessing the bounds of competition over time.