特许经营案例选(中英文)-伊士曼柯达公司诉图像技术服务公司 |
|||||
|
时间:2012-12-06
点击:
|
|||||
|
Eastman Kodak Co. v. Image Technical Services, Inc. Justice BLACKMUN delivered the opinion of the Court. This is yet another case that concerns the standard for summary judgment in an antitrust controversy. The *455 principal issue here is whether a defendant's lack of market power in the primary equipment market precludes-as a matter of law-the possibility of market power in derivative aftermarkets.
Petitioner Eastman Kodak Company manufactures and sells photocopiers and micrographic equipment. Kodak also sells service and replacement parts for its equipment. Respondents are 18 independent service organizations (ISO's) that in the early 1980's began servicing Kodak copying and micrographic equipment. Kodak subsequently adopted policies to limit the availability of parts to ISO's and to make it more difficult for ISO's to compete with Kodak in servicing Kodak equipment.
*456 Respondents instituted this action in the United States District Court for the Northern District of California, alleging that Kodak's policies were unlawful under both § 1 and § 2 of the Sherman Act, 26 Stat. 209, as amended, 15 U.S.C. § 1 and § 2 (1988 ed., Supp. II). After truncated discovery, the District Court granted summary judgment for Kodak. The Court of Appeals for the Ninth Circuit reversed. The appellate court found that respondents had presented sufficient evidence to raise a genuine issue concerning Kodak's market power in the service and parts markets. It rejected Kodak's contention that lack of market power in service and parts must be assumed when such power is absent in the equipment market. Because of the importance of the issue, we granted certiorari. 501 U.S. 1216, 111 S.Ct. 2823, 115 L.Ed.2d 994 (1991).
IA[1]
Kodak manufactures and sells complex business machines-as relevant here, high-volume photocopiers and micrographic equipment.FN1 Kodak equipment is unique; micrographic*457 software programs that operate on Kodak machines, for example, are not compatible with competitors' machines. See App. 424-425, 487-489, 537. Kodak parts are not compatible with other manufacturers' equipment, and vice versa. See id., at 432, 413-415. Kodak equipment, although expensive when new, has little resale value. See id., at 358-359, 424-425, 427-428, 467, 505-506, 519-521.
FN1. Kodak's micrographic equipment includes four different product areas. The first is capture products such as microfilmers and electronic scanners, which compact an image and capture it on microfilm. The second is equipment such as microfilm viewers and viewer/printers. This equipment is used to retrieve the images. The third is Computer Output Microform (COM) recorders, which are data-processing peripherals that record computer-generated data onto microfilm. The fourth is Computer Assisted Retrieval (CAR) systems, which utilize computers to locate and retrieve micrographic images. See App. 156-158. Kodak provides service and parts for its machines to its customers. It produces some of the parts itself; the rest are made to order for Kodak by independent original-equipment manufacturers (OEM's). See id., at 429, 465, 490, 496. Kodak does not sell a complete system of original equipment, lifetime service, and lifetime parts for a single price. Instead, Kodak provides service after the initial warranty period either through annual service contracts, which include all necessary parts, or on a per-call basis. See id., at 98-99; Brief for Petitioner 3. It charges, through negotiations and bidding, different prices for equipment, service, and parts for different customers. See App. 420-421, 536. Kodak provides 80% to 95% of the service for Kodak machines. See id., at 430.
Beginning in the early 1980's, ISO's began repairing and servicing Kodak equipment. They also sold parts and reconditioned and sold used Kodak equipment. Their customers were federal, state, and local government agencies, banks, insurance companies, industrial enterprises, and providers of specialized copy and microfilming services. See id., at 417, 419-421, 492-493, 499, 516, 539. ISO's provide service at a price substantially lower than Kodak does. See id., at 414, 451, 453-454, 469, 474-475, 488, 493, 536-537; Lodging 133. Some customers found that the ISO service was of higher quality. See App. 425-426, 537-538.
*458 Some ISO customers purchase their own parts and hire ISO's only for service. See Lodging 144-147. Others choose ISO's to supply both service and parts. See id., at 133. ISO's keep an inventory of parts, purchased from Kodak or other sources, primarily the OEM's.FN2 See App. 99, 415-416, 490.
FN2. In addition to the OEM's, other sources of Kodak parts include (1) brokers who would buy parts from Kodak, or strip used Kodak equipment to obtain the useful parts and resell them, (2) customers who buy parts from Kodak and make them available to ISO's, and (3) used equipment to be stripped for parts. See id., at 419, 517; Brief for Petitioner 38. In 1985 and 1986, Kodak implemented a policy of selling replacement parts for micrographic and copying machines only to buyers of Kodak equipment who use Kodak service or repair their own machines. See Brief for Petitioner 6; App. 91-92, 98-100, 140-141, 171-172, 190, 442-447, 455-456, 483-484.
**2078 As part of the same policy, Kodak sought to limit ISO access to other sources of Kodak parts. Kodak and the OEM's agreed that the OEM's would not sell parts that fit Kodak equipment to anyone other than Kodak. See id., at 417, 428-429, 447, 468, 474, 496. Kodak also pressured Kodak equipment owners and independent parts distributors not to sell Kodak parts to ISO's. See id., at 419-420, 428-429, 483-484, 517-518, 589-590. In addition, Kodak took steps to restrict the availability of used machines. See id., at 427-428, 465-466, 510-511, 520.
Kodak intended, through these policies, to make it more difficult for ISO's to sell service for Kodak machines. See id., at 106-107, 171, 516. It succeeded. ISOs were unable to obtain parts from reliable sources, see id., at 429, 468, 496, and many were forced out of business, while others lost substantial revenue. See id., at 422, 458-459, 464, 468, 475-477, 482-484, 495-496, 501, 521. Customers were forced to switch to Kodak service even though they preferred ISO service. See id., at 420-422.
*459 BIn 1987, the ISO's filed the present action in the District Court, alleging, inter alia, that Kodak had unlawfully tied the sale of service for Kodak machines to the sale of parts, in violation of § 1 of the Sherman Act, and had unlawfully monopolized and attempted to monopolize the sale of service for Kodak machines, in violation of § 2 of that Act.FN3
FN3. Section 1 of the Sherman Act states in relevant part: “Every contract, combination in the form of trust or otherwise, or conspiracy, in restraint of trade or commerce among the several States, or with foreign nations, is declared to be illegal.” 15 U.S.C. § 1 (1988 ed., Supp. II). Kodak filed a motion for summary judgment before respondents had initiated discovery. The District Court permitted respondents to file one set of interrogatories and one set of requests for production of documents and to take six depositions. Without a hearing, the District Court granted summary judgment in favor of Kodak. App. to Pet. for Cert. 29B.
As to the § 1 claim, the court found that respondents had provided no evidence of a tying arrangement between Kodak equipment and service or parts. See id., at 32B-33B. The court, however, did not address respondents' § 1 claim that is at issue here. Respondents allege a tying arrangement not between Kodak equipment and service, but between Kodak parts and service. As to the § 2 claim, the District Court concluded that although Kodak had a “natural monopoly over the market for parts it sells under its name,” a unilateral refusal to sell those parts to ISO's did not violate § 2.
*460 The Court of Appeals for the Ninth Circuit, by a divided vote, reversed. 903 F.2d 612 (1990). With respect to the § 1 claim, the court first found that whether service and parts were distinct markets and whether a tying arrangement existed between them were disputed issues of fact. Id., at 615-616. Having found that a tying arrangement might exist, the Court of Appeals considered a question not decided by the District Court: Was there “an issue of material fact as to whether Kodak has sufficient economic power in the tying product market [parts] to restrain competition appreciably in the tied product market [service].” Id., at 616. The court agreed with Kodak that competition in the equipment market might prevent Kodak from possessing power in the parts market, but refused to uphold the District Court's grant of summary judgment “on this theoretical basis” because **2079 “market imperfections can keep economic theories about how consumers will act from mirroring reality.” Id., at 617. Noting that the District Court had not considered the market power issue, and that the record was not fully developed through discovery, the court declined to require respondents to conduct market analysis or to pinpoint specific imperfections in order to withstand summary judgment.FN4 “It is enough that [respondents] have presented evidence of actual events from which a reasonable trier of fact could conclude that ... competition in the [equipment] market does not, in reality, curb Kodak's power in the parts market.” Ibid.
FN4. Specifically, the Court of Appeals explained that the District Court had denied the request for further discovery made by respondents in their opposition to Kodak's summary judgment motion: “For example, [respondents] requested to depose two ISO customers who allegedly would not sign accurate statements concerning Kodak's market power in the parts market. Not finding it necessary to reach the market power issue in its decision, the district court, of course, had no reason to grant this request.” 903 F.2d, at 617, n. 4. *461 The court then considered the three business justifications Kodak proffered for its restrictive parts policy: (1) to guard against inadequate service, (2) to lower inventory costs, and (3) to prevent ISO's from free-riding on Kodak's investment in the copier and micrographic industry. The court concluded that the trier of fact might find the product quality and inventory reasons to be pretextual and that there was a less restrictive alternative for achieving Kodak's quality-related goals. Id., at 618-619. The court also found Kodak's third justification, preventing ISO's from profiting on Kodak's investments in the equipment markets, legally insufficient. Id., at 619.
As to the § 2 claim, the Court of Appeals concluded that sufficient evidence existed to support a finding that Kodak's implementation of its parts policy was “anticompetitive” and “exclusionary” and “involved a specific intent to monopolize.” Id., at 620. It held that the ISO's had come forward with sufficient evidence, for summary judgment purposes, to disprove Kodak's business justifications. Ibid.
The dissent in the Court of Appeals, with respect to the § 1 claim, accepted Kodak's argument that evidence of competition in the equipment market “ necessarily precludes power in the derivative market.” Id., at 622 (emphasis in original). With respect to the § 2 monopolization claim, the dissent concluded that, entirely apart from market power considerations, Kodak was entitled to summary judgment on the basis of its first business justification because it had “submitted extensive and undisputed evidence of a marketing strategy based on high-quality service.” Id., at 623.
II[2]
Kodak did not dispute that its arrangement affects a substantial volume of interstate commerce. It, however, did challenge whether its activities constituted a “tying arrangement” and whether Kodak exercised “appreciable economic power” in the tying market. We consider these issues in turn.
AFor respondents to defeat a motion for summary judgment on their claim of a tying **2080 arrangement, a reasonable trier of fact must be able to find, first, that service and parts are two distinct products, and, second, that Kodak has tied the sale of the two products.
[3]
FN5. The Court of Appeals found: “Kodak's policy of allowing customers to purchase parts on condition that they agree to service their own machines suggests that the demand for parts can be separated from the demand for service.” Id., at 616. FN6. Amicus briefs filed by various service organizations attest to the magnitude of the service business. See, e.g., Brief for Computer Service Network International as Amicus Curiae; Brief for National Electronics Sales and Service Dealers Association as Amicus Curiae; Brief for California State Electronics Association et al. as Amici Curiae; Brief for National Office Machine Dealers et al. as Amici Curiae. *463 Kodak insists that because there is no demand for parts separate from service, there cannot be separate markets for service and parts. Brief for Petitioner 15, n. 3. By that logic, we would be forced to conclude that there can never be separate markets, for example, for cameras and film, computers and software, or automobiles and tires. That is an assumption we are unwilling to make. “We have often found arrangements involving functionally linked products at least one of which is useless without the other to be prohibited tying devices.” Jefferson Parish, 466 U.S., at 19, n. 30, 104 S.Ct., at 1562, n. 30.
Kodak's assertion also appears to be incorrect as a factual matter. At least some consumers would purchase service without parts, because some service does not require parts, and some consumers, those who self-service for example, would purchase parts without service.FN7 Enough doubt is cast on Kodak's claim of a unified market that it should be resolved by the trier of fact.
FN7. The dissent suggests that parts and service are not separate products for tying purposes because all service may involve installation of parts. Post, at 2097, n. 2. Because the record does not support this factual assertion, under the approach of both the Court and the concurrence in Jefferson Parish Hospital Dist. No. 2 v. Hyde, 466 U.S. 2, 104 S.Ct. 1551, 80 L.Ed.2d 2 (1984), Kodak is not entitled to summary judgment on whether parts and service are distinct markets. Finally, respondents have presented sufficient evidence of a tie between service and parts. The record indicates that Kodak would sell parts to third parties only if they agreed not to buy service from ISO's.FN8
FN8. In a footnote, Kodak contends that this practice is only a unilateral refusal to deal, which does not violate the antitrust laws. See Brief for Petitioner 15, n. 4. Assuming, arguendo, that Kodak's refusal to sell parts to any company providing service can be characterized as a unilateral refusal to deal, its alleged sale of parts to third parties on condition that they buy service from Kodak is not. See 903 F.2d, at 619. *464 B[5]
FN9. “[T]he essential characteristic of an invalid tying arrangement lies in the seller's exploitation of its control over the tying product to force the buyer into the purchase of a tied product that the buyer either did not want at all, or might have preferred to purchase elsewhere on different terms. When such ‘forcing’ is present, competition on the merits in the market for the tied item is restrained and the Sherman Act is violated.” Jefferson Parish, 466 U.S., at 12, 104 S.Ct., at 1558. 1[7]
*465 Respondents also allege that Kodak's control over the parts market has excluded service competition, boosted service prices, and forced unwilling consumption of Kodak service. Respondents offer evidence that consumers have switched to Kodak service even though they preferred ISO service, that Kodak service was of higher price and lower quality than the preferred ISO service, and that ISO's were driven out of business by Kodak's policies. Under our prior precedents, this evidence would be sufficient to entitle respondents to a trial on their claim of market power.
2[8]
FN10. In their brief and at oral argument, respondents argued that Kodak's market share figures for high-volume copy machines, CAR, and micrographic-capture equipment demonstrate Kodak's market power in the equipment market. Brief for Respondents 16-18, 32-33; Tr. of Oral Arg. 28-31. Kodak does not present any actual data on the equipment, service, or parts markets. Instead, it urges the adoption of a substantive legal rule that “equipment competition precludes any finding of monopoly power in derivative aftermarkets.” Brief for Petitioner 33. Kodak argues that such a rule would satisfy its burden as the moving party of showing “that there is no genuine issue as to any material fact” on the market power issue.FN11 See Fed.Rule Civ.Proc. 56(c).
FN11. Kodak argues that such a rule would be per se, with no opportunity for respondents to rebut the conclusion that market power is lacking in the parts market. See Brief for Petitioner 30-31 (“There is nothing that respondents could prove that would overcome Kodak's conceded lack of market power”); id., at 30 (discovery is “pointless” once the “dispositive fact” of lack of market power in the equipment market is conceded); id., at 22 (Kodak's lack of market power in the equipment market “dooms any attempt to extract monopoly profits” even in an allegedly imperfect market); id., at 25 (it is “impossible” for Kodak to make more total profit by overcharging its existing customers for service). [9]
FN12. See generally Business Electronics Corp. v. Sharp Electronics Corp., 485 U.S. 717, 723-726, 108 S.Ct. 1515, 1519-1521, 99 L.Ed.2d 808 (1988); FTC v. Indiana Federation of Dentists, 476 U.S. 447, 458-459, 106 S.Ct. 2009, 2018, 90 L.Ed.2d 445 (1986); National Collegiate Athletic Assn. v. Board of Regents of Univ. of Okla., 468 U.S. 85, 100-104, 104 S.Ct. 2948, 2959-2962, 82 L.Ed.2d 70 (1984); Continental T.V., Inc. v. GTE Sylvania Inc., 433 U.S., at 59, 97 S.Ct., at 2562. FN13. See, e.g., Jefferson Parish, 466 U.S., at 26-29, 104 S.Ct., at 1565-1567; United States v. Connecticut National Bank, 418 U.S. 656, 661-666, 94 S.Ct. 2788, 2792-2795, 41 L.Ed.2d 1016 (1974); United States v. Grinnell Corp., 384 U.S. 563, 571-576, 86 S.Ct. 1698, 1704-1707, 16 L.Ed.2d 778 (1966); International Boxing Club of New York, Inc. v. United States, 358 U.S. 242, 250-251, 79 S.Ct. 245, 250, 3 L.Ed.2d 270 (1959); see also Jefferson Parish, 466 U.S., at 37, n. 6, 104 S.Ct., at 1555, n. 6 (O'CONNOR, J., concurring) (citing cases and describing the careful consideration the Court gives to the particular facts when determining market power). Kodak contends that there is no need to examine the facts when the issue is market power in the aftermarkets. A legal presumption against a finding of market power is warranted in this situation, according to Kodak, because the existence of market power in the service and parts markets absent power in the equipment market “simply makes no economic sense,” and the absence of a legal presumption would deter procompetitive behavior. Matsushita, 475 U.S., at 587, 106 S.Ct., at 1356; id., at 594-595, 106 S.Ct., at 1360.
Kodak analogizes this case to Matsushita, where a group of American corporations that manufactured or sold consumer electronic products alleged that their 21 Japanese counterparts were engaging in a 20-year conspiracy to price *468 below cost in the United States in the hope of expanding their market **2083 share sometime in the future. After several years of detailed discovery, the defendants moved for summary judgment. Id., at 577-582, 106 S.Ct., at 1351-1353. Because the defendants had every incentive not to engage in the alleged conduct which required them to sustain losses for decades with no foreseeable profits, the Court found an “absence of any rational motive to conspire.” Id., at 597, 106 S.Ct., at 1361. In that context, the Court determined that the plaintiffs' theory of predatory pricing made no practical sense, was “speculative,” and was not “reasonable.” Id., at 588, 590, 593, 595, 597, 106 S.Ct., at 1356, 1357, 1359, 1360, 1361. Accordingly, the Court held that a reasonable jury could not return a verdict for the plaintiffs and that summary judgment would be appropriate against them unless they came forward with more persuasive evidence to support their theory. Id., at 587-588, 595-598, 106 S.Ct., at 1356, 1360-1362.
The Court's requirement in Matsushita that the plaintiffs' claims make economic sense did not introduce a special burden on plaintiffs facing summary judgment in antitrust cases. The Court did not hold that if the moving party enunciates any economic theory supporting its behavior, regardless of its accuracy in reflecting the actual market, it is entitled to summary judgment. Matsushita demands only that the nonmoving party's inferences be reasonable in order to reach the jury, a requirement that was not invented, but merely articulated, in that decision.FN14 If the plaintiff's theory is economically*469 senseless, no reasonable jury could find in its favor, and summary judgment should be granted.
FN14. See, e.g., Anderson v. Liberty Lobby, Inc., 477 U.S. 242, 248, 106 S.Ct. 2505, 2510, 91 L.Ed.2d 202 (1986) (“[S]ummary judgment will not lie ... if the evidence is such that a reasonable jury could return a verdict for the nonmoving party”); Monsanto Co. v. Spray-Rite Service Corp., 465 U.S. 752, 768, 104 S.Ct. 1464, 1473, 79 L.Ed.2d 775 (1984) (to survive summary judgment there must be evidence that “reasonably tends to prove” plaintiff's theory); First National Bank of Arizona v. Cities Service Co., 391 U.S. 253, 288-289, 88 S.Ct. 1575, 1592, 20 L.Ed.2d 569 (1968) (defendant meets his burden under Rule 56(c) when he “conclusively show[s] that the facts upon which [the plaintiff] relied to support his allegation were not susceptible of the interpretation which he sought to give them”); Eastman Kodak Co. of New York v. Southern Photo Materials Co., 273 U.S. 359, 375, 47 S.Ct. 400, 404, 71 L.Ed. 684 (1927). See also H.L. Hayden Co. of New York, Inc. v. Siemens Medical Systems, Inc., 879 F.2d 1005, 1012 (CA2 1989) (“[O]nly reasonable inferences can be drawn from the evidence in favor of the nonmoving party”) (emphasis in original); Arnold Pontiac-GMC, Inc. v. Budd Baer, Inc., 826 F.2d 1335, 1339 (CA3 1987) ( Matsushita directs us “ ‘to consider whether the inference of conspiracy is reasonable’ ”); Instructional Systems Development Corp. v. Aetna Casualty & Surety Co., 817 F.2d 639, 646 (CA10 1987) (summary judgment not appropriate under Matsushita when defendants “could reasonably have been economically motivated”). Kodak, then, bears a substantial burden in showing that it is entitled to summary judgment. It must show that despite evidence of increased prices and excluded competition, an inference of market power is unreasonable. To determine whether Kodak has met that burden, we must unravel the factual assumptions underlying its proposed rule that lack of power in the equipment market necessarily precludes power in the aftermarkets.
[10]
FN15. What constrains the defendant's ability to raise prices in the service market is “the elasticity of demand faced by the defendant-the degree to which its sales fall ... as its price rises.” Areeda & Kaplow, p. 576 ¶ 342(c). FN16. The United States as amicus curiae in support of Kodak echoes this argument: “The ISOs' claims are implausible because Kodak lacks market power in the markets for its copier and micrographic equipment. Buyers of such equipment regard an increase in the price of parts or service as an increase in the price of the equipment, and sellers recognize that the revenues from sales of parts and service are attributable to sales of the equipment. In such circumstances, it is not apparent how an equipment manufacturer such as Kodak could exercise power in the aftermarkets for parts and service.” Brief for United States as Amicus Curiae 8. FN17. It is clearly true, as the United States claims, that Kodak “cannot set service or parts prices without regard to the impact on the market for equipment.” Id., at 20. The fact that the cross-elasticity of demand is not zero proves nothing; the disputed issue is how much of an impact an increase in parts and service prices has on equipment sales and on Kodak's profits. Even if Kodak could not raise the price of service and parts one cent without losing equipment sales, that fact would not disprove market power in the aftermarkets. The sales of even a monopolist are reduced when it sells goods at a monopoly price, but the higher price more than compensates for the loss in sales. Areeda & Kaplow ¶¶ 112 and 340(a). Kodak's claim that charging more for service and parts would be “a short-run game,” Brief for Petitioner 26, is based on the false dichotomy that there are only two prices *471 that can be charged-a competitive price or a ruinous one. But there could easily be a middle, optimum price at which the increased revenues from the higher priced sales of service and parts would more than compensate for the lower revenues from lost equipment sales. The fact that the equipment market imposes a restraint on prices in the aftermarkets by no means disproves the existence of power in those markets. See Areeda & Kaplow ¶ 340(b) (“[T]he existence of significant substitution in the event of further price increases or even at the current price does not tell us whether the defendant already exercises significant market power”) (emphasis in original). Thus, contrary to Kodak's assertion, there is no immutable physical law-no “basic economic reality”-insisting that competition in the equipment market cannot coexist with market power in the aftermarkets.
We next consider the more narrowly drawn question: Does Kodak's theory describe actual market behavior so accurately that respondents' assertion of Kodak market power in the aftermarkets, if not impossible, is at least unreasonable? FN18 Cf. **2085 Matsushita Electric Industrial Co. v. Zenith Radio Corp., 475 U.S. 574, 106 S.Ct. 1348, 89 L.Ed.2d 538 (1986).
FN18. Although Kodak repeatedly relies on Continental T.V. as support for its factual assertion that the equipment market will prevent exploitation of the service and parts markets, the case is inapposite. In Continental T.V., the Court found that a manufacturer's policy restricting the number of retailers that were permitted to sell its product could have a procompetitive effect. See 433 U.S., at 55, 97 S.Ct., at 2560. The Court also noted that any negative effect of exploitation of the intrabrand market (the competition between retailers of the same product) would be checked by competition in the interbrand market (competition over the same generic product) because consumers would substitute a different brand of the same product. Unlike Continental T.V., this case does not concern vertical relationships between parties on different levels of the same distribution chain. In the relevant market, service, Kodak and the ISO's are direct competitors; their relationship is horizontal. The interbrand competition at issue here is competition over the provision of service. Despite petitioner's best effort, repeating the mantra “interbrand competition” does not transform this case into one over an agreement the manufacturer has with its dealers that would fall under the rubric of Continental T.V. *472 To review Kodak's theory, it contends that higher service prices will lead to a disastrous drop in equipment sales. Presumably, the theory's corollary is to the effect that low service prices lead to a dramatic increase in equipment sales. According to the theory, one would have expected Kodak to take advantage of lower priced ISO service as an opportunity to expand equipment sales. Instead, Kodak adopted a restrictive sales policy consciously designed to eliminate the lower priced ISO service, an act that would be expected to devastate either Kodak's equipment sales or Kodak's faith in its theory. Yet, according to the record, it has done neither. Service prices have risen for Kodak customers, but there is no evidence or assertion that Kodak equipment sales have dropped.
Kodak and the United States attempt to reconcile Kodak's theory with the contrary actual results by describing a “marketing strategy of spreading over time the total cost to the buyer of Kodak equipment.” Brief for United States as Amicus Curiae 18; see also Brief for Petitioner 18. In other words, Kodak could charge subcompetitive prices for equipment and make up the difference with supra-competitive prices for service, resulting in an overall competitive price. This pricing strategy would provide an explanation for the theory's descriptive failings-if Kodak in fact had adopted it. But Kodak never has asserted that it prices its equipment or parts subcompetitively and recoups its profits through service. Instead, it claims that it prices its equipment comparably to its competitors and intends that both its equipment sales and service divisions be profitable. See App. 159-161, 170, 178, 188. Moreover, this hypothetical pricing strategy is inconsistent with Kodak's policy toward its self-service customers. If Kodak were underpricing its equipment, hoping to lock in customers and recover its losses in the service *473 market, it could not afford to sell customers parts without service. In sum, Kodak's theory does not explain the actual market behavior revealed in the record.
Respondents offer a forceful reason why Kodak's theory, although perhaps intuitively appealing, may not accurately explain the behavior of the primary and derivative markets for complex durable goods: the existence of significant information and switching costs. These costs could create a less responsive connection between service and parts prices and equipment sales.
For the service-market price to affect equipment demand, consumers must inform themselves of the total cost of the “package”-equipment, service, and parts-at the time of purchase; that is, consumers must engage in accurate lifecycle pricing.FN19 Lifecycle pricing of complex, durable equipment is difficult and costly. In order to arrive at an accurate price, a consumer must acquire a substantial amount of raw data and undertake sophisticated analysis. The necessary information would include data on price, quality, and availability of products needed to operate, upgrade, or enhance the initial equipment, as well as service and repair costs, including estimates of breakdown frequency, nature of repairs, price of service and parts, length of “downtime,” and losses incurred from downtime.FN20
FN19. See Craswell, Tying Requirements in Competitive Markets: The Consumer Protection Issues, 62 B.U.L.Rev. 661, 676 (1982); Beales, Craswell & Salop, The Efficient Regulation of Consumer Information, 24 J.Law & Econ. 491, 509-511 (1981); Jefferson Parish, 466 U.S., at 15, 104 S.Ct., at 1559. FN20. In addition, of course, in order to price accurately the equipment, a consumer would need initial purchase information such as prices, features, quality, and available warranties for different machinery with different capabilities, and residual value information such as the longevity of product use and its potential resale or trade-in value. **2086 Much of this information is difficult-some of it impossible-to acquire at the time of purchase. During the life of a product, companies may change the service and parts prices, and develop products with more advanced features, a *474 decreased need for repair, or new warranties. In addition, the information is likely to be customer-specific; lifecycle costs will vary from customer to customer with the type of equipment, degrees of equipment use, and costs of down-time.
Kodak acknowledges the cost of information, but suggests, again without evidentiary support, that customer information needs will be satisfied by competitors in the equipment markets. Brief for Petitioner 26, n. 11. It is a question of fact, however, whether competitors would provide the necessary information. A competitor in the equipment market may not have reliable information about the lifecycle costs of complex equipment it does not service or the needs of customers it does not serve. Even if competitors had the relevant information, it is not clear that their interests would be advanced by providing such information to consumers. See 2 P. Areeda & D. Turner, Antitrust Law ¶ 404b1 (1978).FN21
FN21. To inform consumers about Kodak, the competitor must be willing to forgo the opportunity to reap supracompetitive prices in its own service and parts markets. The competitor may anticipate that charging lower service and parts prices and informing consumers about Kodak in the hopes of gaining future equipment sales will cause Kodak to lower the price on its service and parts, canceling any gains in equipment sales to the competitor and leaving both worse off. Thus, in an equipment market with relatively few sellers, competitors may find it more profitable to adopt Kodak's service and parts policy than to inform the consumers. See 2 Areeda & Turner, Antitrust Law ¶ 404b1; App. 177 (Kodak, Xerox, and IBM together have nearly 100% of relevant market). Moreover, even if consumers were capable of acquiring and processing the complex body of information, they may choose not to do so. Acquiring the information is expensive. If the costs of service are small relative to the equipment price, or if consumers are more concerned about equipment capabilities than service costs, they may not find it cost efficient to *475 compile the information. Similarly, some consumers, such as the Federal Government, have purchasing systems that make it difficult to consider the complete cost of the “package” at the time of purchase. State and local governments often treat service as an operating expense and equipment as a capital expense, delegating each to a different department. These governmental entities do not lifecycle price, but rather choose the lowest price in each market. See Brief for National Association of State Purchasing Officials et al., as Amici Curiae; Brief for State of Ohio et al. as Amici Curiae; App. 429-430.
As Kodak notes, there likely will be some large-volume, sophisticated purchasers who will undertake the comparative studies and insist, in return for their patronage, that Kodak charge them competitive lifecycle prices. Kodak contends that these knowledgeable customers will hold down the package price for all other customers. Brief for Petitioner 23, n. 9. There are reasons, however, to doubt that sophisticated purchasers will ensure that competitive prices are charged to unsophisticated purchasers, too. As an initial matter, if the number of sophisticated customers is relatively small, the amount of profits to be gained by supracompetitive pricing in the service market could make it profitable to let the knowledgeable consumers take their business elsewhere. More importantly, if a company is able to price discriminate between sophisticated and unsophisticated consumers, the sophisticated will be unable to prevent the exploitation of **2087 the uninformed. A seller could easily price discriminate by varying the equipment/parts/service package, developing different warranties, or offering price discounts on different components.
Given the potentially high cost of information and the possibility that a seller may be able to price discriminate between knowledgeable and unsophisticated consumers, it makes little sense to assume, in the absence of any evidentiary support, that equipment-purchasing decisions are based *476 on an accurate assessment of the total cost of equipment, service, and parts over the lifetime of the machine.FN22
FN22. See Salop & Stiglitz, Bargains and Ripoffs: A Model of Monopolistically Competitive Price Dispersion, 44 Rev.Econ.Studies 493 (1977); Salop, Information and Market Structure-Information and Monopolistic Competition, 66 Am.Econ.Rev. 240 (1976); Stigler, The Economics of Information, 69 J.Pol.Econ. 213 (1961). Indeed, respondents have presented evidence that Kodak practices price discrimination by selling parts to customers who service their own equipment, but refusing to sell parts to customers who hire third-party service companies. Companies that have their own service staff are likely to be high-volume users, the same companies for whom it is most likely to be economically worthwhile to acquire the complex information needed for comparative lifecycle pricing.
A second factor undermining Kodak's claim that supracompetitive prices in the service market lead to ruinous losses in equipment sales is the cost to current owners of switching to a different product. See Areeda & Turner ¶ 519a. FN23 If the cost of switching is high, consumers who already have purchased the equipment, and are thus “locked in,” will tolerate some level of service-price increases before changing equipment brands. Under this scenario, a seller profitably could maintain supracompetitive prices in the aftermarket if the switching costs were high relative to the increase in service prices, and the number of locked-in customers were high relative to the number of new purchasers.
FN23. A firm can exact leverage whenever other equipment is not a ready substitute. F. Scherer & D. Ross, Industrial Market Structure and Economic Performance 16-17 (3d ed. 1990). Moreover, if the seller can price discriminate between its locked-in customers and potential new customers, this strategy is even more likely to prove profitable. The seller could simply charge new customers below-marginal cost on the equipment and recoup the charges in service, or offer packageswith *477 lifetime warranties or long-term service agreements that are not available to locked-in customers.
Respondents have offered evidence that the heavy initial outlay for Kodak equipment, combined with the required support material that works only with Kodak equipment, makes switching costs very high for existing Kodak customers. And Kodak's own evidence confirms that it varies the package price of equipment/parts/service for different customers.
In sum, there is a question of fact whether information costs and switching costs foil the simple assumption that the equipment and service markets act as pure complements to one another.FN24
FN24. The dissent disagrees based on its hypothetical case of a tie between equipment and service. “The only thing lacking” to bring this case within the hypothetical case, states the dissent, “is concrete evidence that the restrictive parts policy was ... generally known.” Post, at 2096. But the dissent's “only thing lacking” is the crucial thing lacking-evidence. Whether a tie between parts and service should be treated identically to a tie between equipment and service, as the dissent and Kodak argue, depends on whether the equipment market prevents the exertion of market power in the parts market. Far from being “anomalous,” post, at 2096, requiring Kodak to provide evidence on this factual question is completely consistent with our prior precedent. See, e.g., n. 13, supra. We conclude, then, that Kodak has failed to demonstrate that respondents' inference of market power in the service and parts markets is unreasonable, and that, consequently, Kodak is entitled to summary judgment. It **2088 is clearly reasonable to infer that Kodak has market power to raise prices and drive out competition in the aftermarkets, since respondents offer direct evidence that Kodak did so.FN25 It is also plausible, as discussed above, to infer that Kodak chose to gain immediate profits by exerting that market power where locked-in customers, high information costs, and discriminatory pricing limited and perhaps eliminated any long-termloss. *478 Viewing the evidence in the light most favorable to respondents, their allegations of market power “mak[e] ... economic sense.” Cf. Matsushita, 475 U.S., at 587, 106 S.Ct., at 1356.
FN25. Cf. Instructional Systems, 817 F.2d, at 646 (finding the conspiracy reasonable under Matsushita because its goals were in fact achieved). [11]
Kodak contends that, despite the appearance of anti-competitiveness, its behavior actually favors competition because its ability to pursue innovative marketing plans will allow it to compete more effectively in the equipment market. Brief for Petitioner 40-41. A pricing strategy based on lower equipment prices and higher aftermarket prices could enhance equipment sales by making it easier for the buyer to finance the initial purchase.FN26 It is undisputed that competition is enhanced when a firm is able to offer various marketing options, including bundling of support and maintenance service with the sale of equipment. Nor do such actions*479 run afoul of the antitrust laws.FN27 But the procompetitive effect of the specific conduct challenged here, eliminating all consumer parts and service options, is far less clear.FN28
FN26. It bears repeating that in this case Kodak has never claimed that it is in fact pursuing such a pricing strategy. FN27. See Jefferson Parish, 466 U.S., at 12, 104 S.Ct., at 1558 (“Buyers often find package sales attractive; a seller's decision to offer such packages can merely be an attempt to compete effectively-conduct that is entirely consistent with the Sherman Act”). See also Yates & DiResta, Software Support and Hardware Maintenance Practices: Tying Considerations, The Computer Lawyer, Vol. 8, No. 6, p. 17 (1991) (describing various service and parts policies that enhance quality and sales but do not violate the antitrust laws). FN28. Two of the largest consumers of service and parts contend that they are worse off when the equipment manufacturer also controls service and parts. See Brief for State Farm Mutual Automobile Insurance Co. et al. as Amici Curiae; Brief for State of Ohio et al. as Amici Curiae. We need not decide whether Kodak's behavior has any procompetitive effects and, if so, whether they outweigh the anticompetitive effects. We note only that Kodak's service and parts policy is simply not one that appears always or almost always to enhance competition, and therefore to warrant a legal presumption without any evidence of its actual economic impact. In this case, when we weigh the risk of deterring procompetitive behavior by proceeding to trial against the risk that illegal behavior will go unpunished, the balance tips against summary judgment. **2089 Cf. Matsushita, 475 U.S., at 594-595, 106 S.Ct., at 1360.
For the foregoing reasons, we hold that Kodak has not met the requirements of Federal Rule of Civil Procedure 56(c). We therefore affirm the denial of summary judgment on respondents' § 1 claim.FN29
FN29. The dissent urges a radical departure in this Court's antitrust law. It argues that because Kodak has only an “inherent” monopoly in parts for its equipment, post, at 2094, the antitrust laws do not apply to its efforts to expand that power into other markets. The dissent's proposal to grant per se immunity to manufacturers competing in the service market would exempt a vast and growing sector of the economy from antitrust laws. Leaving aside the question whether the Court has the authority to make such a policy decision, there is no support for it in our jurisprudence or the evidence in this case. *480 IIIRespondents also claim that they have presented genuine issues for trial as to whether Kodak has monopolized, or attempted*481 to monopolize, the service and parts markets in violation of § 2 of the Sherman Act. “The offense of monopoly under § 2 of the Sherman Act has two elements: (1) the possession of monopoly power in the relevant market and (2) the willful acquisition or maintenance of that power as distinguished from growth or development as a consequence of a superior product, business acumen, or historic accident.” United States v. Grinnell Corp., 384 U.S., at 570-571, 86 S.Ct., at 1005.
A[12]
[13]
FN30. Kodak erroneously contends that this Court in Du Pont rejected the notion that a relevant market could be limited to one brand. Brief for Petitioner 33. The Court simply held in Du Pont that one brand does not necessarily constitute a relevant market if substitutes are available. 351 U.S., at 393, 76 S.Ct., at 1006. See also Boxing Club, 358 U.S., at 249-250, 79 S.Ct., at 250. Here respondents contend there are no substitutes. FN31. Other courts have limited the market to parts for a particular brand of equipment. See, e.g., International Logistics Group, Ltd. v. Chrysler Corp., 884 F.2d 904, 905, 908 (CA6 1989) (parts for Chrysler cars is the relevant market), cert. denied, 494 U.S. 1066, 110 S.Ct. 1783, 108 L.Ed.2d 784 (1990); Dimidowich v. Bell & Howell, 803 F.2d 1473, 1480-1481, n. 3 (CA9 1986), modified, 810 F.2d 1517 (1987) (service for Bell & Howell equipment is the relevant market); In re General Motors Corp., 99 F.T.C. 464, 554, 584 (1982) (crash parts for General Motors cars is the relevant market); Heatransfer Corp. v. Volkswagenwerk A.G., 553 F.2d 964 (CA5 1977) (air conditioners for Volkswagens is the relevant market), cert. denied, 434 U.S. 1087, 98 S.Ct. 1282, 55 L.Ed.2d 792 (1978). B[15]
FN32. It is true that as a general matter a firm can refuse to deal with its competitors. But such a right is not absolute; it exists only if there are legitimate competitive reasons for the refusal. See Aspen Skiing Co., 472 U.S., at 602-605, 105 S.Ct., at 2857-2859. As recounted at length above, respondents have presented evidence that Kodak took exclusionary action to maintain its parts monopoly and used its control over parts to strengthen its monopoly share of the Kodak service market. Liability turns, then, on whether “valid business reasons” can explain Kodak's actions. Id., at 605, 105 S.Ct., at 2859; United States v. Aluminum Co. of America, 148 F.2d, at 432. Kodak contends that it has three valid business justifications for its actions: “(1) to promote interbrand equipment competition by allowing Kodak to stress the quality of its service; (2) to improve asset management by reducing Kodak's inventory costs; and (3) to prevent ISOs from free-riding on Kodak's capital investment in equipment, parts and service.” Brief for Petitioner 6. Factual questions exist, however, about the validity and sufficiency of each claimed justification, making summary judgment inappropriate.
Kodak first asserts that by preventing customers from using ISO's, “it [can] best maintain high quality service for its sophisticated equipment” and avoid being “blamed for an equipment malfunction, even if the problem is the result of improper diagnosis, maintenance or repair by an ISO.” Id., at 6-7. Respondents have offered evidence that ISO's provide quality service and are preferred by some Kodak equipment owners. This is sufficient to raise a genuine issue of *484 fact. See International Business Machines Corp. v. United States, 298 U.S., at 139-140, 56 S.Ct., at 705 (rejecting IBM's claim that it had to control the cards used in its machines to avoid “injury to the reputation of the machines and the good will of” IBM in the absence of proof that other companies could not make quality cards); International Salt Co. v. United States, 332 U.S. 392, 397-398, 68 S.Ct. 12, 16, 92 L.Ed. 20 (1947) (rejecting International Salt's claim that it had to control the supply of salt to protect its leased machines in the absence of proof that competitors could not supply salt of equal quality).
Moreover, there are other reasons to question Kodak's proffered motive of commitment to quality service; its quality justification appears inconsistent with its thesis that consumers are knowledgeable enough to lifecycle price, and its self-service policy. Kodak claims the exclusive-service contract is warranted because customers would otherwise blame Kodak equipment for breakdowns resulting from inferior ISO service. Thus, Kodak simultaneously claims that its customers are sophisticated enough to make complex and subtle lifecycle-pricing decisions, and yet too obtuse to distinguish which breakdowns are due to bad equipment and which are due to bad service. Kodak has failed to offer any reason why informational sophistication should be present in one circumstance and absent in the other. In addition, because self-service customers are just as likely as others to blame Kodak equipment for breakdowns resulting from (their own) inferior service, Kodak's willingness to allow self-service casts doubt on its quality claim. In sum, we agree with the Court of Appeals that respondents “have presented evidence from which a reasonable trier of fact could conclude that Kodak's first reason is pretextual.” 903 F.2d, at 618.
There is also a triable issue of fact on Kodak's second justification-controlling inventory costs. As respondents argue, Kodak's actions appear inconsistent with any need to control inventory costs. Presumably, the inventory of parts *485 needed to repair Kodak machines turns only on breakdown rates, and those rates should be the same whether Kodak or ISO's perform the repair. More importantly, the justification fails to **2092 explain respondents' evidence that Kodak forced OEM's, equipment owners, and parts brokers not to sell parts to ISO's, actions that would have no effect on Kodak's inventory costs.
Nor does Kodak's final justification entitle it to summary judgment on respondents' § 2 claim. Kodak claims that its policies prevent ISO's from “exploit[ing] the investment Kodak has made in product development, manufacturing and equipment sales in order to take away Kodak's service revenues.” Brief for Petitioner 7-8. Kodak does not dispute that respondents invest substantially in the service market, with training of repair workers and investment in parts inventory. Instead, according to Kodak, the ISO's are free-riding because they have failed to enter the equipment and parts markets. This understanding of free-riding has no support in our case law. FN33 To the contrary, as the Court of Appeals noted, one of the evils proscribed by the antitrust laws is the creation of entry barriers to potential competitors by requiring them to enter two markets simultaneously. Jefferson Parish, 466 U.S., at 14, 104 S.Ct., at 1559; Fortner, 394 U.S., at 509, 89 S.Ct., at 1261.
FN33. Kodak claims that both Continental T.V., and Monsanto support its free-rider argument. Neither is applicable. In both Continental T.V., 433 U.S., at 55, 97 S.Ct., at 2560, and Monsanto, 465 U.S., at 762-763, 104 S.Ct., at 1470, the Court accepted free-riding as a justification because without restrictions a manufacturer would not be able to induce competent and aggressive retailers to make the kind of investment of capital and labor necessary to distribute the product. In Continental T.V. the relevant market level was retail sale of televisions and in Monsanto retail sales of herbicides. Some retailers were investing in those markets; others were not, relying, instead, on the investment of the other retailers. To be applicable to this case, the ISO's would have to be relying on Kodak's investment in the service market; that, however, is not Kodak's argument. None of Kodak's asserted business justifications, then, are sufficient to prove that Kodak is “entitled to a judgment as *486 a matter of law” on respondents' § 2 claim. Fed.Rule Civ.Proc. 56(c).
IVIn the end, of course, Kodak's arguments may prove to be correct. It may be that its parts, service, and equipment are components of one unified market, or that the equipment market does discipline the aftermarkets so that all three are priced competitively overall, or that any anti-competitive effects of Kodak's behavior are outweighed by its competitive effects. But we cannot reach these conclusions as a matter of law on a record this sparse. Accordingly, the judgment of the Court of Appeals denying summary judgment is affirmed.
Justice SCALIA, with whom Justice O'CONNOR and Justice THOMAS join, dissenting.This is not, as the Court describes it, just “another case that concerns the standard for summary judgment in an antitrust controversy.” Ante, at 2076. Rather, the case presents a very narrow-but extremely important-question of substantive antitrust law: whether, for purposes of applying our per se rule condemning “ties,” and for purposes of applying our exacting rules governing the behavior of would-be monopolists, a manufacturer's conceded lack of power in the interbrand market for its equipment is somehow consistent with its possession of “market,” or even “monopoly,” power in wholly derivative aftermarkets for that equipment. In my view, the Court supplies an erroneous answer to this question, and I dissent.
IPer se rules of antitrust illegality are reserved for those situations where logic and experience show that the risk of injury to competition from the defendant's behavior is so pronounced that it is needless and wasteful to conduct the usual judicial inquiry into the balance between the behavior's procompetitive*487 benefits and its anticompetitive **2093 costs. See, e.g., Arizona v. Maricopa County Medical Society, 457 U.S. 332, 350-351, 102 S.Ct. 2466, 2476, 73 L.Ed.2d 48 (1982). “The character of the restraint produced by [behavior to which a per se rule applies] is considered a sufficient basis for presuming unreasonableness without the necessity of any analysis of the market context in which the [behavior] may be found.” Jefferson Parish Hospital Dist. No. 2 v. Hyde, 466 U.S. 2, 9, 104 S.Ct. 1551, 1556, 80 L.Ed.2d 2 (1984). The per se rule against tying is just such a rule: Where the conditions precedent to application of the rule are met, i.e., where the tying arrangement is backed up by the defendant's market power in the “tying” product, the arrangement is adjudged in violation of § 1 of the Sherman Act, 15 U.S.C. § 1 (1988 ed., Supp. II), without any inquiry into the practice's actual effect on competition and consumer welfare. But see United States v. Jerrold Electronics Corp., 187 F.Supp. 545, 560 (ED Pa.1960), aff'd, 365 U.S. 567, 81 S.Ct. 755, 5 L.Ed.2d 806 (1961) ( per curiam) (accepting affirmative defense to per se tying allegation).
Despite intense criticism of the tying doctrine in academic circles, see, e.g., R. Bork, The Antitrust Paradox 365-381 (1978), the stated rationale for our per se rule has varied little over the years. When the defendant has genuine “market power” in the tying product-the power to raise price by reducing output-the tie potentially enables him to extend that power into a second distinct market, enhancing barriers to entry in each. In addition:
“[T]ying arrangements may be used to evade price control in the tying product through clandestine transfer of the profit to the tied product; they may be used as a counting device to effect price discrimination; and they may be used to force a full line of products on the customer so as to extract more easily from him a monopoly return on one unique product in the line.” Fortner Enterprises, Inc. v. United States Steel Corp., 394 U.S. 495, 513-514, 89 S.Ct. 1252, 1264, 22 L.Ed.2d 495 (1969) ( Fortner I ) (WHITE, J., dissenting) (footnotes omitted).
Our § 2 monopolization doctrines are similarly directed to discrete situations in which a defendant's possession of substantial market power, combined with his exclusionary or anticompetitive behavior, threatens to defeat or forestall the corrective forces of competition and thereby sustain or extend the defendant's agglomeration of power. See United States v. Grinnell Corp., 384 U.S. 563, 570-571, 86 S.Ct. 1698, 1703-1704, 16 L.Ed.2d 778 (1966). Where a defendant maintains substantial market power, his activities are examined through a special lens: Behavior that might otherwise not be of concern to the antitrust laws-or that might even be viewed as procompetitive-can take on exclusionary connotations when practiced by a monopolist. 3 P. Areeda & D. Turner, Antitrust Law ¶ 813, pp. 300-302 (1978) (hereinafter 3 Areeda & Turner).
The concerns, however, that have led the courts to heightened scrutiny both of the “exclusionary conduct” practiced by a monopolist and of tying arrangements subject to per se prohibition, are completely without force when the participants lack market power. As to the former, “[t]he [very] definition of exclusionary conduct,” as practiced by a monopolist, is “predicated on the existence of substantial market power.” Id., ¶ 813, at 301; see, e.g., Walker Process Equipment, Inc. v. Food Machinery & Chemical Corp., 382 U.S. 172, 177-178, 86 S.Ct. 347, 350-351, 15 L.Ed.2d 247 (1965) (fraudulent patent procurement); Standard Oil Co. of New Jersey v. United States, 221 U.S. 1, 75, 31 S.Ct. 502, 520, 55 L.Ed. 619 (1911) (acquisition of competitors); 3 Areeda & Turner ¶ 724, at 195-197 (vertical integration). And with respect **2094 to tying, we have recognized that bundling arrangements not coerced by the heavy hand of market power can serve the procompetitive functions of facilitating new entry into certain*489 markets, see, e.g., Brown Shoe Co. v. United States, 370 U.S. 294, 330, 82 S.Ct. 1502, 1526, 8 L.Ed.2d 510 (1962), permitting “clandestine price cutting in products which otherwise would have no price competition at all because of fear of retaliation from the few other producers dealing in the market,” Fortner I, supra, 394 U.S., at 514, n. 9, 89 S.Ct., at 1264, n. 9 (WHITE, J., dissenting), assuring quality control, see, e.g., Standard Oil Co. of Cal. v. United States, 337 U.S. 293, 306, 69 S.Ct. 1051, 1058, 93 L.Ed. 1371 (1949), and, where “the tied and tying products are functionally related, ... reduc[ing] costs through economies of joint production and distribution.” Fortner I, supra, 394 U.S., at 514, n. 9, 89 S.Ct., at 1264, n. 9 (WHITE, J., dissenting). “Accordingly, we have [only] condemned tying arrangements [under the per se rule] when the seller has some special ability-usually called ‘market power’-to force a purchaser to do something that he would not do in a competitive market.” Jefferson Parish, supra, 466 U.S., at 13-14, 104 S.Ct., at 1558-1559.
The Court today finds in the typical manufacturer's inherent power over its own brand of equipment-over the sale of distinctive repair parts for that equipment, for example-the sort of “monopoly power” sufficient to bring the sledgehammer of § 2 into play. And, not surprisingly in light of that insight, it readily labels single-brand power over aftermarket products “market power” sufficient to permit an antitrust plaintiff to invoke the per se rule against tying. In my opinion, this makes no economic sense. The holding that market power can be found on the present record causes these venerable rules of selective proscription to extend well beyond the point where the reasoning that supports them leaves off. Moreover, because the sort of power condemned by the Court today is possessed by every manufacturer of durable goods with distinctive parts, the Court's opinion threatens to release a torrent of litigation and a flood of commercial intimidation that will do much more harm than good to enforcement of the antitrust laws and to genuine competition. I shall explain, in Parts II and III, respectively, how neither logic nor experience suggests, let alone compels, application*490 of the per se tying prohibition and monopolization doctrine to a seller's behavior in its single-brand aftermarkets, when that seller is without power at the interbrand level.
IIOn appeal in the Ninth Circuit, respondents, having waived their “rule of reason” claim, were limited to arguing that the record, construed in the light most favorable to them, Anderson v. Liberty Lobby, Inc., 477 U.S. 242, 255, 106 S.Ct. 2505, 2513, 91 L.Ed.2d 202 (1986), supported application of the per se tying prohibition to Kodak's restrictive parts and service policy. See 903 F.2d 612, 615, n. 1 (1990). As the Court observes, in order to survive Kodak's motion for summary judgment on this claim, respondents bore the burden of proffering evidence on which a reasonable trier of fact could conclude that Kodak possesses power in the market for the alleged “tying” product. See ante, at 2080; Jefferson Parish, 466 U.S., at 13-14, 104 S.Ct., at 1558-1559.
AWe must assume, for purposes of deciding this case, that petitioner is without market, much less monopoly, power in the interbrand markets for its micrographic and photocopying equipment. See ante, at 2081, n. 10; Oklahoma City v. Tuttle, 471 U.S. 808, 816, 105 S.Ct. 2427, 2432, 85 L.Ed.2d 791 (1985). In the District Court, respondents did, in fact, include in their complaint an allegation which posited the interbrand equipment markets as the relevant markets; in particular, **2095 they alleged a § 1 “tie” of micrographic and photocopying equipment to the parts and service for those machines. App. 22-23. Though this allegation was apparently abandoned in pursuit of §§ 1 and 2 claims focused exclusively on the parts and service aftermarkets (about which more later), I think it helpful to analyze how that claim would have fared under the per se rule.
Had Kodak-from the date of its entry into the micrographic and photocopying equipment markets-included a lifetime parts and service warranty with all original equipment,*491 or required consumers to purchase a lifetime parts and service contract with each machine, that bundling of equipment, parts, and service would no doubt constitute a tie under the tests enunciated in Jefferson Parish, supra. Nevertheless, it would be immune from per se scrutiny under the antitrust laws because the tying product would be equipment, a market in which (we assume) Kodak has no power to influence price or quantity. See id., 466 U.S., at 13-14, 104 S.Ct., at 1558-1559; United States Steel Corp. v. Fortner Enterprises, Inc., 429 U.S. 610, 620, 97 S.Ct. 861, 867, 51 L.Ed.2d 80 (1977) ( Fortner II ); Northern Pacific R. Co. v. United States, 356 U.S. 1, 6-7, 78 S.Ct. 514, 519, 2 L.Ed.2d 545 (1958). The same result would obtain, I think, had Kodak-from the date of its market entry-consistently pursued an announced policy of limiting parts sales in the manner alleged in this case, so that customers bought with the knowledge that aftermarket support could be obtained only from Kodak. The foreclosure of respondents from the business of servicing Kodak's micrographic and photocopying machines in these illustrations would be undeniably complete-as complete as the foreclosure described in respondents' complaint. Nonetheless, we would inquire no further than to ask whether Kodak's market power in the equipment market effectively forced consumers to purchase Kodak micrographic or photocopying machines subject to the company's restrictive aftermarket practices. If not, that would end the case insofar as the per se rule was concerned. See Jefferson Parish, supra, 466 U.S., at 13-14, 104 S.Ct., at 1558-1559; 9 P. Areeda, Antitrust Law ¶ 1709c5, pp. 101-102 (1991); Klein & Saft, The Law and Economics of Franchise Tying Contracts, 28 J.Law & Econ. 345, 356 (1985). The evils against which the tying prohibition is directed would simply not be presented. Interbrand competition would render Kodak powerless to gain economic power over an additional class of consumers, to price discriminate by charging each customer a “system” price equal to the system's economic value to that customer, or to raise barriers to entry in the interbrand equipment markets. See 3 Areeda & Turner ¶ 829d, at 331-332.
*492 I have described these illustrations as hypothetical, but in fact they are not far removed from this case. The record below is consistent-in large part-with just this sort of bundling of equipment on the one hand, with parts and service on the other. The restrictive parts policy, with respect to micrographic equipment at least, was not even alleged to be anything but prospective. See App. 17. As respondents summarized their factual proffer below:
“Under this policy, Kodak cut off parts on new products to Kodak micrographics [independent service organizations] ISOs. The effect of this, of course, was that as customers of Kodak micrographics ISOs obtained new equipment, the ISOs were unable to service the equipment for that customer, and, service for these customers was lost by the Kodak ISOs. Additionally, as equipment became obsolete, and the equipment population became all “new equipment” (post April 1985 models), Kodak micrographics ISOs would be able to service no equipment at all.” Id., at 360.
BIn the Court of Appeals, respondents sought to sidestep the impediment posed by interbrand competition to their invocation of the per se tying rule by zeroing in on the parts and service “aftermarkets” for Kodak equipment. By alleging a tie of parts to service, rather than of equipment to parts and service, they identified a tying product in which Kodak unquestionably held a near-monopoly share: the parts uniquely associated with Kodak's brand of machines. See Jefferson Parish, 466 U.S., at 17, 104 S.Ct., at 1560. The Court today holds that such a facial showing of market share in a single-brand aftermarket is sufficient to invoke the per se rule. The existence of even vibrant interbrand competition is no defense. See ante, at 2084-2085.
I find this a curious form of market power on which to premise the application of a per se proscription. It is enjoyed by virtually every manufacturer of durable goods requiring aftermarket support with unique, or relatively unique, goods. See P. Areeda & H. Hovenkamp, Antitrust Law ¶ 525.1, p. 563 (Supp.1991). “[S]uch reasoning makes every maker of unique parts for its own product a holder of market power no matter how unimportant its product might be in the market.” Ibid. (emphasis added).FN1 Under *494 the Court's analysis, the per se rule may now be applied to single-brand ties effected by the most insignificant players in fully competitive interbrand markets, as long as the arrangement forecloses aftermarket competitors from more than a de minimis amount of business, Fortner I, 394 U.S., at 501, 89 S.Ct., at 1257. This seems to me quite wrong. A tying arrangement “forced” through the exercise of such power no more implicates the leveraging and price discrimination concerns behind the per se tying prohibition than does a tie of the foremarket **2097 brand to its aftermarket derivatives, which-as I have explained-would not be subject to per se condemnation.FN2 As implemented, the Kodak arrangement challenged *495 in this case may have implicated truth-in-advertising or other consumer protection concerns, but those concerns do not alone suggest an antitrust prohibition. See, e.g., Town Sound and Custom Tops, Inc. v. Chrysler Motors Corp., 959 F.2d 468 (CA3 1992) (en banc).
FN1. That there exist innumerable parts and service firms in such industries as the automobile industry, see Brief for Automotive Warehouse Distributors Association, et al. as Amici Curiae 2-3, does not detract from this point. The question whether power to control an aftermarket exists is quite distinct from the question whether the power has been exercised. Manufacturers in some markets have no doubt determined that exclusionary intrabrand conduct works to their disadvantage at the competitive interbrand level, but this in no way refutes the self-evident reality that control over unique replacement parts for single-branded goods is ordinarily available to such manufacturers for the taking. It confounds sound analysis to suggest, as respondents do, see Brief for Respondents 5, 37, that the asserted fact that Kodak manufactures only 10% of its replacement parts, and purchases the rest from original equipment manufacturers, casts doubt on Kodak's possession of an inherent advantage in the aftermarkets. It does no such thing, any more than Kodak's contracting with others for the manufacture of all constituent parts included in its original equipment would alone suggest that Kodak lacks power in the interbrand micrographic and photocopying equipment markets. The suggestion implicit in respondents' analysis-that if a seller chooses to contract for the manufacture of its branded merchandise, it must permit the contractors to compete in the sale of that merchandise-is plainly unprecedented. FN2. Even with interbrand power, I may observe, it is unlikely that Kodak could have incrementally exploited its position through the tie of parts to service alleged here. Most of the “service” at issue is inherently associated with the parts, i.e., that service involved in incorporating the parts into Kodak equipment, and the two items tend to be demanded by customers in fixed proportions (one part with one unit of service necessary to install the part). When that situation obtains, “ ‘no revenue can be derived from setting a higher price for the tied product which could not have been made by setting the optimum price for the tying product.’ ” P. Areeda & L. Kaplow, Antitrust Analysis ¶ 426(a), p. 706 (4th ed. 1988) (quoting Bowman, Tying Arrangements and the Leverage Problem, 67 Yale L.J. 19 (1957)). These observations strongly suggest that Kodak parts and the service involved in installing them should not be treated as distinct products for antitrust tying purposes. See Jefferson Parish Hospital, Dist. No. 2 v. Hyde, 466 U.S. 2, 39, 104 S.Ct. 1551, 1572, 80 L.Ed.2d 2 (1984) (O'CONNOR, J., concurring in judgment) (“For products to be treated as distinct, the tied product must, at a minimum, be one that some consumers might wish to purchase separately without also purchasing the tying product ”) (emphasis in original) (footnote omitted); Ross, The Single Product Issue in Antitrust Tying: A Functional Approach, 23 Emory L.J. 963, 1009-1010 (1974). In the absence of interbrand power, a seller's predominant or monopoly share of its single-brand derivative markets does not connote the power to raise derivative market prices generally by reducing quantity. As Kodak and its principal amicus, the United States, point out, a rational consumer considering the purchase of Kodak equipment will inevitably factor into his purchasing decision the expected cost of aftermarket support. “[B]oth the price of the equipment and the price of parts and service over the life of the equipment are expenditures that are necessary to obtain copying and micrographic services.” Brief for United States as Amicus Curiae 13. If Kodak set generally supracompetitive prices for either spare parts or repair services without making an offsetting reduction in the price of its machines, rational consumers would simply turn to Kodak's competitors for photocopying and micrographic systems. See, e.g., Grappone, Inc. v. Subaru of New England, Inc., 858 F.2d 792, 796-798 (CA1 1988). True, there are-as the Court notes, see ante, at 2086-the occasional irrational consumers that consider only the hardware cost at the time of purchase (a category that regrettably includes the Federal Government, whose “purchasing system,” we are told, assigns foremarket purchases and aftermarket purchases to different entities). But *496 we have never before premised the application of antitrust doctrine on the lowest common denominator of consumer.
The Court attempts to counter this theoretical point with a theory of its own. It says that there are “information costs”-the costs and inconvenience to the consumer of acquiring and processing life-cycle pricing data for Kodak machines-that “could create a less responsive connection between service and parts prices and equipment sales.” Ante, at 2085. But this truism about the functioning of markets for sophisticated equipment cannot create “market power” of concern to the antitrust laws where otherwise there is none. “Information costs,” or, more accurately, gaps in the availability and quality of consumer information, pervade real-world markets; and because consumers generally make do with “rough cut” judgments about price in such circumstances, in virtually any market there are zones within which otherwise competitive suppliers may overprice their products without losing appreciable market share. We have never suggested that the principal players in a market with such commonplace informational deficiencies (and, thus, bands of apparent consumer pricing indifference) exercise market power in any sense relevant **2098 to the antitrust laws. “While [such] factors may generate ‘market power’ in some abstract sense, they do not generate the kind of market power that justifies condemnation of tying.” Jefferson Parish, 466 U.S., at 27, 104 S.Ct., at 1566; see, e.g., Town Sound and Custom Tops, Inc. v. Chrysler Motors Corp., supra.
Respondents suggest that, even if the existence of interbrand competition prevents Kodak from raising prices generally in its single-brand aftermarkets, there remain certain consumers who are necessarily subject to abusive Kodak pricing behavior by reason of their being “locked in” to their investments in Kodak machines. The Court agrees; indeed, it goes further by suggesting that even a general policy of supracompetitive aftermarket prices might be profitable over the long run because of the “lock-in” phenomenon. “[A] *497 seller profitably could maintain supracompetitive prices in the aftermarket,” the Court explains, “if the switching costs were high relative to the increase in service prices, and the number of locked-in customers were high relative to the number of new purchasers.” Ante, at 2087. In speculating about this latter possibility, the Court is essentially repudiating the assumption on which we are bound to decide this case, viz., Kodak's lack of any power whatsoever in the interbrand market. If Kodak's general increase in aftermarket prices were to bring the total “system” price above competitive levels in the interbrand market, Kodak would be wholly unable to make further foremarket sales-and would find itself exploiting an ever-dwindling aftermarket, as those Kodak micrographic and photocopying machines already in circulation passed into disuse.
The Court's narrower point, however, is undeniably true. There will be consumers who, because of their capital investment in Kodak equipment, “will tolerate some level of service-price increases before changing equipment brands,” ibid.; this is necessarily true for “every maker of unique parts for its own product.” Areeda & Hovenkamp, Antitrust Law ¶ 525.1b, at 563. But this “circumstantial” leverage created by consumer investment regularly crops up in smoothly functioning, even perfectly competitive, markets, and in most-if not all-of its manifestations, it is of no concern to the antitrust laws. The leverage held by the manufacturer of a malfunctioning refrigerator (which is measured by the consumer's reluctance to walk away from his initial investment in that device) is no different in kind or degree from the leverage held by the swimming pool contractor when he discovers a 5-ton boulder in his customer's backyard and demands an additional sum of money to remove it; or the leverage held by an airplane manufacturer over an airline that has “standardized” its fleet around the manufacturer's models; or the leverage held by a drill press manufacturer whose customers have built their production lines around the *498 manufacturer's particular style of drill press; or the leverage held by an insurance company over its independent sales force that has invested in company-specific paraphernalia; or the leverage held by a mobile home park owner over his tenants, who are unable to transfer their homes to a different park except at great expense, see generally Yee v. Escondido, 503 U.S. 519, 112 S.Ct. 1522, 118 L.Ed.2d 153 (1992). Leverage, in the form of circumstantial power, plays a role in each of these relationships; but in none of them is the leverage attributable to the dominant party's market power in any relevant sense. Though that power can plainly work to the injury of certain consumers, it produces only “a brief perturbation in competitive conditions-not the sort of thing the antitrust laws do or should worry about.” Parts & Elec. Motors, Inc. v. Sterling Elec., Inc., 866 F.2d 228, 236 (CA7 1988) (Posner, J., dissenting).
The Court correctly observes that the antitrust laws do not permit even a natural monopolist to project its monopoly power into another market, i.e., to “ ‘exploi[t] his **2099 dominant position in one market to expand his empire into the next.’ ” Ante, at 2089, n. 29 (quoting Times-Picayune Publishing Co. v. United States, 345 U.S. 594, 611, 73 S.Ct. 872, 882, 97 L.Ed. 1277 (1953)). However, when a manufacturer uses its control over single-branded parts to acquire influence in single-branded service, the monopoly “leverage” is almost invariably of no practical consequence, because of perfect identity between the consumers in each of the subject aftermarkets (those who need replacement parts for Kodak equipment and those who need servicing of Kodak equipment). When that condition exists, the tie does not permit the manufacturer to project power over a class of consumers distinct from that which it is already able to exploit (and fully) without the inconvenience of the tie. Cf., e.g., Bowman, Tying Arrangements and the Leverage Problem, 67 Yale L.J. 19, 21-27 (1957).
We have never before accepted the thesis the Court today embraces: that a seller's inherent control over the unique *499 parts for its own brand amounts to “market power” of a character sufficient to permit invocation of the per se rule against tying. As the Court observes, ante, at 2089, n. 29, we have applied the per se rule to manufacturer ties of foremarket equipment to aftermarket derivatives-but only when the manufacturer's monopoly power in the equipment, coupled with the use of derivative sales as “counting devices” to measure the intensity of customer equipment usage, enabled the manufacturer to engage in price discrimination, and thereby more fully exploit its interbrand power. See International Salt Co. v. United States, 332 U.S. 392, 68 S.Ct. 12, 92 L.Ed. 20 (1947); International Business Machines Corp. v. United States, 298 U.S. 131, 56 S.Ct. 701, 80 L.Ed. 1085 (1936); United Shoe Machinery Corp. v. United States, 258 U.S. 451, 42 S.Ct. 363, 66 L.Ed. 708 (1922). That sort of enduring opportunity to engage in price discrimination is unavailable to a manufacturer-like Kodak-that lacks power at the interbrand level. A tie between two aftermarket derivatives does next to nothing to improve a competitive manufacturer's ability to extract monopoly rents from its consumers.FN3
FN3. The Court insists that the record in this case suggests otherwise, i.e., that a tie between parts and service somehow does enable Kodak to increase overall monopoly profits. See ante, at 2089, n. 29. Although the Court does not identify the record evidence on which it relies, the suggestion, apparently, is that such a tie facilitates price discrimination between sophisticated, “high-volume” users of Kodak equipment and their unsophisticated counterparts. The sophisticated users (who, the Court presumes, invariably self-service their equipment) are permitted to buy Kodak parts without also purchasing supracompetitively priced Kodak service, while the unsophisticated are-through the imposition of the tie-compelled to buy both. See ante, at 2086-2087. **2100 *500 Nor has any court of appeals (save for the Ninth Circuit panel below) recognized single-branded aftermarket power as a basis for invoking the per se tying prohibition. See Virtual Maintenance, Inc. v. Prime Computer, Inc., 957 F.2d 1318, 1328 (CA6 1992) (“Defining the market by customer demand after the customer has chosen a single supplier fails to take into account that the supplier ... must compete with other similar suppliers to be designated the *501 sole source in the first place”); Grappone, Inc. v. Subaru of New England, Inc., 858 F.2d, at 798 (“[W]e do not see how such dealer investment [in facilities to sell Subaru products] ... could easily translate into Subaru market power of a kind that, through tying, could ultimately lead to higher than competitive prices for consumers”); A.I. Root Co. v. Computer/Dynamics, Inc., 806 F.2d 673, 675-677, and n. 3 (CA6 1986) (competition at “small business computer” level precluded assertion of computer manufacturer's power over software designed for use only with manufacturer's brand of computer); General Business Systems v. North American Philips Corp., 699 F.2d 965, 977 (CA9 1983) (“To have attempted to impose significant pressure to buy [aftermarket hardware] by use of the tying service only would have hastened the date on which Philips surrendered to its competitors in the small business computer market”). See also Parts & Elec. Motors, Inc. v. Sterling Elec., Inc., 866 F.2d, at 233 (law-of-the-case doctrine compelled finding of market power in replacement parts for single-brand engine).
We have recognized in closely related contexts that the deterrent effect of interbrand competition on the exploitation of intrabrand market power should make courts exceedingly reluctant to apply rules of per se illegality to intrabrand restraints. For instance, we have refused to apply a rule of per se illegality to vertical nonprice restraints “because of their potential for a simultaneous reduction of intrabrand competition and stimulation of interbrand competition,” Continental T.V., Inc. v. GTE Sylvania Inc., 433 U.S. 36, 51-52, 97 S.Ct. 2549, 2558, 53 L.Ed.2d 568 (1977), the latter of which we described as “the primary concern of antitrust law,” id., at 52, n. 19, 97 S.Ct., at 2558, n. 19. We noted, for instance, that “new manufacturers and manufacturers entering new markets can use the restrictions in order to induce competent and aggressive retailers to make the kind of investment of capital and labor that is often required in the distribution of products unknown to the consumer,” and that “[e]stablished manufacturers can use them *502 to induce retailers to engage in promotional activities or to provide service and repair facilities necessary to the efficient marketing of their products.” Id., at 55, 97 S.Ct., at 2560. See also Business Electronics Corp. v. Sharp Electronics Corp., 485 U.S. 717, 726, 108 S.Ct. 1515, 1520, 99 L.Ed.2d 808 (1988). The same assumptions, in my opinion, should govern our analysis of ties alleged to have been “forced” solely through intrabrand market power. In the absence of interbrand power, a manufacturer's bundling of aftermarket products may serve a multitude of legitimate purposes: It may facilitate manufacturer efforts to ensure that the equipment remains operable and thus protect the seller's business reputation, see **2101 United States v. Jerrold Electronics Corp., 187 F.Supp., at 560; it may create the conditions for implicit consumer financing of the acquisition cost of the tying equipment through supracompetitively-priced aftermarket purchases, see, e.g., A. Oxenfeldt, Industrial Pricing and Market Practices 378 (1951); and it may, through the resultant manufacturer control of aftermarket activity, “yield valuable information about component or design weaknesses that will materially contribute to product improvement,” 3 Areeda & Turner ¶ 733c, at 258-259; see also id., ¶ 829d, at 331-332. Because the interbrand market will generally punish intrabrand restraints that consumers do not find in their interest, we should not-under the guise of a per se rule-condemn such potentially procompetitive arrangements simply because of the antitrust defendant's inherent power over the unique parts for its own brand.
I would instead evaluate the aftermarket tie alleged in this case under the rule of reason, where the tie's actual anticompetitive effect in the tied product market, together with its potential economic benefits, can be fully captured in the analysis, see, e.g., Jefferson Parish, 466 U.S., at 41, 104 S.Ct., at 1573 (O'CONNOR, J., concurring in judgment). Disposition of this case does not require such an examination, however, as respondents apparently waived any rule-of-reason claim they *503 may have had in the District Court. I would thus reverse the Ninth Circuit's judgment on the tying claim outright.
IIIThese considerations apply equally to respondents' § 2 claims. An antitrust defendant lacking relevant “market power” sufficient to permit invocation of the per se prohibition against tying a fortiori lacks the monopoly power that warrants heightened scrutiny of his allegedly exclusionary behavior. Without even so much as asking whether the purposes of § 2 are implicated here, the Court points to Kodak's control of “100% of the parts market and 80% to 95% of the service market,” markets with “no readily available substitutes,” ante, at 2090, and finds that the proffer of such statistics is sufficient to fend off summary judgment. But this showing could easily be made, as I have explained, with respect to virtually any manufacturer of differentiated products requiring aftermarket support. By permitting antitrust plaintiffs to invoke § 2 simply upon the unexceptional demonstration that a manufacturer controls the supplies of its single-branded merchandise, the Court transforms § 2 from a specialized mechanism for responding to extraordinary agglomerations (or threatened agglomerations) of economic power to an all-purpose remedy against run-of-the-mill business torts.
In my view, if the interbrand market is vibrant, it is simply not necessary to enlist § 2's machinery to police a seller's intrabrand restraints. In such circumstances, the interbrand market functions as an infinitely more efficient and more precise corrective to such behavior, rewarding the seller whose intrabrand restraints enhance consumer welfare while punishing the seller whose control of the aftermarkets is viewed unfavorably by interbrand consumers. See Business Electronics Corp., supra, 485 U.S., at 725, 108 S.Ct., at 1520; Continental T.V., Inc., supra, 433 U.S., at 52, n. 19, 54, 97 S.Ct., at 2558, n. 19, 2559. Because this case comes to us on the assumptionthat *504 Kodak is without such interbrand power, I believe we are compelled to reverse the judgment of the Court of Appeals. I respectfully dissent.
上诉人伊士曼柯达公司生产销售影印机和缩微设备,同时也销售其设备的修理零部件并提供相关修理服务。被上诉人是18家独立服务机构,这些机构从20世纪80年代早期开始提供柯达影印机和缩微设备的修理服务。柯达公司继而采取措施限制向独立服务机构出售零部件,从而使独立服务机构更难与柯达在修理柯达设备市场中进行竞争。
被上诉人在加利福尼亚北部地区的美国联邦地区法院提起诉讼,主张柯达公司的政策违反了《谢尔曼法》第1条 和第2条(15 U.S.C.§§1 and 2)。地区法院在简短的调查后支持了柯达公司简易判决的要求。第九巡回区上诉法院改判。上诉法院认为独立服务机构已经提出了足够的证据支持以下结论:柯达公司在服务和零部件市场上拥有支配力。上诉法院没有采纳柯达公司的论点:由于柯达公司在设备市场上不具有市场支配力,则可以断定在服务和零部件市场上也不具有这种实力。
柯达生产并销售复杂的商用设备,与本案相关的是高流量影印机和缩微设备。柯达的设备具有惟一性,例如,柯达设备上运行的缩微软件系统不能用于其他竞争者的类似设备,柯达零部件与其他生产者的类似设备也不相容,反之亦然。柯达设备尽管在购买的时候很昂贵,但基本上没有转售价值。
柯达为购买其设备的客户提供修理服务和零部件。其自己生产一部分零件,其余的由独立的原设备生产商提供。柯达公司并不出售全套系统设备,不提供终生保修服务,也不按单一价格出售终生使用的零部件。在原始保修期过后,该公司通过每年签订服务合同或者随叫随到的形式提供维修服务,年期的服务合同包括所有必需的零部件。通过谈判和竞标方式,柯达向不同客户收取的设备、服务和零部件费用并不相同。在柯达设备的维修服务市场中,柯达公司占有80%到95%的份额。
从20世纪80年代早期开始,独立服务机构就开始修理和维护柯达设备。这些机构也出售柯达零部件,修理并出售旧的柯达设备。他们的客户主要是联邦、各州和地方的政府机构,银行,保险公司,工业企业以及专门复印和缩微胶片服务的提供商。独立服务机构的收费比柯达公司低很多,而且一些客户认为其提供的服务质量优于柯达公司提供的服务。
独立服务机构的一些客户自己购买零部件,仅雇佣该机构从事维修,另一些客户同时使用独立服务机构的服务和零部件。这些机构从柯达公司或其他途径(主要是原设备生产商)购买零部件,并保留一些存货。
1985年和1986年,柯达公司出台了一项政策,只向接受柯达维修服务或者自己修理设备的柯达设备购买者出售缩微设备和影印机的替换零部件。
作为该政策的一部分,柯达试图限制独立服务机构从其他途径购买柯达零部件的可能性。柯达公司和原设备生产商达成协议:原设备生产商将不再向柯达以外的公司出售与柯达设备配套的零部件。柯达公司还向柯达设备的所有者以及独立的零部件分销商施压,要求其不要将柯达零部件出售给独立服务机构。除此之外,柯达公司还采取措施限制旧设备的可利用性。
柯达公司希望通过这些措施使得独立服务机构更难为柯达设备提供维修服务。柯达公司的政策取得了实效。独立服务机构不能从可靠的渠道获得零部件,许多公司被迫退出,其他的公司也遭受了极大的收入损失。柯达的客户尽管更喜欢独立服务机构的服务,但仍被迫接受柯达的服务。
1987年,独立服务机构向地区法院提起诉讼,他们认为柯达公司将柯达服务的提供与零部件的销售搭配,这样的做法违反了《谢尔曼法》第1条;柯达公司垄断或者试图垄断柯达设备服务市场违反了《谢尔曼法》第2条。
【判决意见】
布莱克蒙恩法官:
搭配销售安排是指,“卖方以买方还要购买另一种产品(被搭售产品)或者至少同意不从其他供应商处购买该产品为条件销售产品的协议”。
[1] 如果卖方在搭售产品(搭卖品)市场有着“明显的经济实力”,或者搭售安排实质性影响了被搭售产品(搭卖品)的市场流量,则这样的安排违反了《谢尔曼法》第1条。
[2]
柯达公司并没有反驳这样的安排实质性地影响了州际间商业往来,然而,柯达反驳其行为是否构成“搭售安排”,以及柯达在搭售产品市场上是否具有“明显的经济实力”。我们逐一分析这些问题。
为了判断是否存在搭售安排,合理的事实裁判者必须首先确定服务和修理用零部件是两种不同的商品,其次,柯达公司将这两种商品捆绑销售。
如果服务和修理用零部件被视为两种不同的商品,则必须有足够的消费需求使得分别提供服务和零件对于公司来说是有利可图的。记录中的证据表明,在过去服务的提供和零件的销售是分开的,并且分别提供给设备所有者。事实上,整个高技术服务产业的发展成为证明服务作为单独市场有利可图的有力证据。
柯达公司坚持认为,由于对零件和服务分开提供没有需求,因此服务和零部件并不分别构成单独的市场。根据这一逻辑,我们能够推出这样的结论:在照相机和胶卷、计算机和软件、汽车和轮胎产品中从未存在单独市场。这是我们不愿提出的假设。
柯达公司的主张从客观事实上看是错误的。至少一些消费者仅接受柯达的服务而不购买零件,因为有些维修服务是不需要零件的。也有些消费者,比如自己维修设备的客户,仅购买零件而不需要柯达的维修服务。对于柯达公司统一市场的主张已经提出了足够的质疑,这些都需要事实的裁判者加以解决。
最后,被上诉人已经提出了充足的证据证明在服务和零件间存在搭配销售的情形。记录显示柯达公司只有在买方同意不接受独立服务机构提供的服务时,才向其出售零部件。
在找到充足的证据证明存在搭售安排后,我们接着讨论非法搭售安排的其他必要特征:在搭售产品市场中明显的经济实力。市场支配力是“强迫买方做其在自由竞争市场中不会做的事情”的能力。可以将其定义为:“卖方单方提高价格,限制产量的能力。”市场支配力通常从卖方占有的支配性市场份额中推断出来。
被上诉人认为,柯达公司在零件市场中有很强的市场支配力,迫使买方不得不接受其不想要的搭售产品---维修服务。被上诉人还提供了某些零部件由柯达惟一提供的证据。除此之外,被上诉人进一步证明柯达已经控制了他并不生产的零部件的供应。根据被上诉人提供的证据,柯达公司已经禁止独立的生产商向被上诉人销售柯达零件,并向柯达设备的所有者和独立的零件分销商施压,要求其拒绝向被上诉人出售零件,该公司还采取措施限制旧设备的利用。
被上诉人还主张,柯达对其零部件市场的控制已经限制了维修服务市场的竞争,提高了服务价格,增加了对柯达维修服务的被迫消费。被上诉人提供的证据证明:消费者虽然更喜欢独立服务机构的维修服务,但是被迫接受了柯达服务;柯达公司的维修服务比独立服务机构的维修服务的价格高,质量却不如后者;独立服务机构由于柯达的该项政策被逐出市场。根据先例,这些证据足以支持法院对被上诉人关于市场支配力的主张进行审判(而不是简易判决)。
柯达公司辩称,即使其勉强承认在相关零部件市场中的垄断性份额,柯达也不能实际地利用违反《谢尔曼法》所必需的市场支配力。按照柯达的说法,由于在设备市场中存在竞争,柯达不能将服务和零件的价格提高到超过竞争市场中相关价格的水平。因为尽管提高价格会带来利润的增加,但是消费者会因此开始购买维修服务价格更有吸引力的设备,由此导致设备销售量的下降,设备销售量下降的相应利润损失将抵消所增加的利润。
柯达公司并没有提出任何有关设备、维修服务或者零件市场的真实数据,而是主张采用一个重要的法律原则,即“设备市场的竞争排除了在销售修理用零部件市场(设备市场的派生市场)中存在垄断能力的可能性。”柯达主张,其作为简易判决动议提出方,有证明“对于市场支配力这一具体事实没有实质性争议”的举证责任,这个法律原则的采用将满足其举证责任。
反托拉斯法更赞成分析市场的真实情况而不是基于形式差别的法律假定。本法院更愿意逐个案件地解决反托拉斯法的争议,关注“案件记录所显示的特定事实”。在确定市场支配力的存在,特别是“一种商品的销售对其他产品价格造成的影响”时,本法院曾仔细审查争议相关市场的真实经济情况。
柯达公司认为,当争议涉及销售修理用零部件市场的市场支配力问题时,对于事实的审查是没有必要的。按照柯达的观点,在这种情况下,否定存在市场支配力的法律假定是合理的,因为在设备市场中缺乏支配力,使得在服务和零件市场中具有的市场支配力变得没有经济意义,不采用该法律假定将阻止竞争行为。
柯达公司将本案与麦特素什塔案作了比较分析。麦特素什塔案的基本案情是:原告是一些生产或销售消费型电器产品的美国公司,被告是21家日本公司,是原告的竞争对手。原告称,被告在20年内一直以低于成本的价格在美国市场销售,目的是希望在将来扩大其市场份额。在几年的事实调查后,被告提出了简易判决的动议。法院认为:被告缺少从事被诉行为的合理的经济动机,因为这样的行为要求被告20年一直遭受损失,并且没有可预见的利润;原告的掠夺性定价理论没有实际意义,是一种理论推测,是不合理的。据此,法院判决:一个合理的陪审团不会裁定支持原告主张,简易判决是恰当的,除非原告提出更加有说服力的证据支持其理论。
在麦特素什塔案中,法院要求原告的主张应该具有经济意义,这样的要求并没有为原告在面对反托拉斯案件中的简易判决时增加新的负担。法院并没有做出如下判决:动议方阐述的任何经济理论支持其行为都可以作为简易判决的依据,而不考虑该理论在实际市场中正确性。麦特素什塔案的判决仅要求原告的推断应该合理,以使案件可以由陪审团审理。这不是一项新提出的要求,仅仅是将原来的要求阐述得更加清楚。如果原告提出的理论在经济上是没有意义的,则任何合理的陪审团将不会做出支持原告的裁决,在这种情况下,简易判决应该被允许。
柯达公司负有举证责任证明采用简易判决是适当的。其必须证明:尽管存在价格增加和排他性竞争的证据,但是由此得出存在市场支配力的推论是不合理的。为了确定柯达公司是否满足了举证责任要求,我们有必要分析柯达所提及的原则:在设备市场中缺少市场支配力则必然排除了在销售修理用零部件市场中的市场支配力。
一个市场对另一个市场扩展的阻碍程度取决于消费者由于一种产品的价格变化而对另一种产品消费的改变程度,也就是需求的“交叉弹性”理论。柯达公司所主张的原则基于这样的事实假定:设备市场和零部件市场具有(互补性的)需求交叉弹性。即“如果柯达公司将零部件和服务的价格提高到自由竞争所确定的价格水平以上,潜在的消费者将会自然地停止购买柯达设备。或许提高零部件和服务价格的策略可以使柯达公司在短期内获益,但是必将损害其长期的利益。”柯达公司主张,作为一个法律问题,法院应该接受这个经济现实,即设备市场中存在的竞争必然阻止销售修理用零部件市场中市场支配力的发挥。
即使柯达公司不能提高服务和零部件的价格而又不减少设备的销售,这样的事实也不足以反驳柯达在零部件市场中存在市场支配力。当垄断者以垄断价格出售产品时,其产品销售量也会降低,但是高出的价格足以弥补销售量减少所带来的损失。根据上诉人提供的摘要第26段,柯达公司提出的提高零部件和服务价格只能短期获益的主张基于以下错误的两分法:只存在两种价格---自由竞争的价格和导致设备销售下降的损失大于提高价格的利润的破坏性价格。但是事实上,一个最合适的中间价格是极容易确定的,这个中间价格可以使提高价格所带来的利润大于设备销售减少所带来的损失。设备市场对零部件市场的价格存在限制的事实,无论如何不能够作为反驳在零部件市场存在市场支配力的证据。因此,我们的观点与柯达的主张相反,不存在永恒的理论上的法律—没有“基本的经济现实”—证明设备市场的竞争不能与零部件市场的市场支配力并存。
接下来,我们分析一个更加深入的问题:柯达公司描述市场行为的理论是否如此的正确,以至于即使被上诉人的主张(柯达在零部件市场存在支配力)不是不可能的,至少也是不合理的?
我们再次回顾一下柯达的主张:较高的服务价格将会导致设备销售量的大幅下降。从这个理论可以推出这样的效果:低廉的服务价格将带来设备销售的大幅度增加。根据这个推论,柯达本应该利用独立服务机构更低廉的服务价格的优势,作为提高设备销售量的绝好机会。相反地,柯达采取了限制销售政策,用以排除服务价格更低的独立服务机构的竞争。根据上面的推论,这样的政策将会减少柯达设备的销售以及柯达公司的诚信。然而根据纪录,情况并不是这样。柯达提高了服务的价格,但是并没有任何证据显示柯达设备的销售量有所下降。
被上诉人提出了一个有力的理由证明:柯达的理论尽管在直觉上或许有一定道理,但是并不能准确解释涉及复杂耐用品的初级市场和派生市场的行为。被上诉人提出的理由是,重要信息和转换成本的存在使得服务、零部件市场与设备销售市场间的联系减弱。
被上诉人提供了这样的证据:柯达设备的最初投入费用很高,并且必须的维持材料仅适合柯达设备使用,因此对于柯达设备的用户来说,转用其他设备的成本是相当高的。柯达公司自己的证据也明确其对不同客户收取不同的设备/零部件/服务费用。
总之,信息和转换成本是否能排除设备和服务市场彼此是纯粹的补充关系的假定,这是一个事实问题。
我们认为,柯达公司未能阐明:被上诉人的推论(柯达在服务和零部件市场具有市场支配力)是不合理的。既然被上诉人提出了相关直接证据,柯达公司在零部件市场上具有提高价格、排挤竞争对手的市场支配力的推论很明显是合理的。正如前面讨论过的,在客户固定、获得信息成本高、不同的定价限制等因素的影响下,推断柯达通过发挥在零部件市场的支配力只能获得短期利润也是似是而非的。根据“最有利于被上诉人”的原则审查证据,被上诉人关于市场支配力的主张是有“经济意义”的。
根据以上分析,我们判决柯达公司未能满足联邦民事诉讼法56(c)的要求,因此我们支持被上诉人根据《谢尔曼法》第1条提出的关于拒绝简易判决的主张。
被上诉人还主张,关于柯达是否垄断了或者试图垄断服务和零部件市场,从而违反《谢尔曼法》第2条,他们已经提出了真正需要审判的争议。“根据《谢尔曼法》第2条确定垄断有两个因素:(1)在相关市场上拥有垄断力;(2)以不同于因优良的产品、商业上敏锐的判断或者历史事件而增长或发展的方式,意图获得或者维持该垄断力。”
拥有市场垄断力这个因素很容易确定。正如已经讨论过的,被上诉人已经提出了一个可审判的主张,即服务和零部件市场是单独的市场,柯达在这个市场内有能力控制价格或者排除竞争。当然《谢尔曼法》第2条对于垄断的要求高于第1条对于市场支配力的要求。被上诉人提出的证明柯达公司几乎控制了100%的零部件市场和80%-95%的维修服务市场,以及没有可利用的替代物的证据,足以满足《谢尔曼法》第2条这一更为严格的标准。
柯达公司认为,作为法律问题,一个单独品牌的产品或者服务不能构成《谢尔曼法》所谓的相关市场。我们不同意这样的观点。反托拉斯法所谓的相关市场应根据柯达设备所有者可进行的选择确定。由于对柯达设备的维修服务以使用的零部件与其他生产者的服务和零件是不可相互替换的,因此从柯达设备所有者的角度看,相关市场仅由那些维修柯达设备的公司构成。
基于《谢尔曼法》第2条,需满足的第二个因素是使用垄断力量“妨碍竞争、获得竞争优势或者消灭其他竞争者”。如果柯达采取的零部件和维修服务政策是其意图获取或者维持垄断力量计划的一部分,那么柯达就违反了《谢尔曼法》第2条。
正如前面详细陈述的,被上诉人已经提出证据证明柯达采取排他性措施维持其对零部件的垄断,并且运用其对零件的控制增强其在柯达维修服务市场中的垄断份额。接下来要解决的问题是,是否存在“合理的经济原因”能够解释柯达的行为。柯达公司提出了三点理由解释其行为的经济正当性:“(1)通过提高柯达维修服务的质量促进品牌间设备的相互竞争;(2)通过减少柯达的库存成本提高资产管理水平;(3)防止独立服务机构免费搭车,利用柯达在设备、零件和维修服务上的资本投资。”然而,对于每一点柯达公司所谓的“正当性”的合理性和充分性都存在着一些事实方面的疑问,这使得采用简易判决是不适当的。
首先,柯达公司主张,通过阻止消费者使用独立服务机构的服务,“其能够最好地维持对复杂设备维修服务的高质量”,并且避免“因设备故障而遭受的指责,即使问题是由于独立服务机构的不当判断、维护或者修理造成的”。被上诉人已经提供证据证明独立服务机构提供高质量的服务并且受到一些柯达设备所有者的青睐。这足以构成一项事实争议。
柯达提出的第二点经济合理性,也构成可以进行事实审判的争议。正如被上诉人所质疑的,柯达的行为看来与控制存货成本的需要并不一致。假定维修柯达设备的零件库存仅与设备故障率相关,而无论是柯达还是独立服务机构提供维修,故障率应该是一样的。更重要的是,这一点所谓的经济正当性未能解释被上诉人提出的以下证据:柯达强迫原设备生产商、设备所有者和零部件分销商不向独立服务机构销售零件的行为,这些行为对于柯达库存成本没有影响。
柯达的最后一个正当性解释也不能作为证据支持对被上诉人基于《谢尔曼法》第2条提出的主张进行简易判决。柯达认为其政策能阻止独立服务机构“为了夺取柯达维修收入而对柯达产品开发、生产和销售进行的投资进行剥削”。柯达并没有质疑被上诉人投资维修服务领域,训练维修人员并购买零件存货,而是提出独立服务机构免费搭车,因为他们没有进入设备和零部件市场。这种对于免费搭车的理解没有案例法的支持。相反的,上诉法院认为,反托拉斯法要防止的罪恶之一就是通过要求同时进入两个市场,对潜在竞争者设置进入障碍。
当然,最后柯达的论据可能被证明是正确的。或许零件、维修服务及设备可能构成一个统一市场;或者设备市场的确约束其派生的零部件市场,使得设备、零件和服务的价格都由竞争机制确定;或者柯达公司行为的竞争效果超过其产生的反竞争效果。但是我们不能将其作为法律问题,根据记录上稀少的文字得出这些结论。与此相应的,上诉法院的判决也拒绝支持简易判决。
斯卡拉法官、奥康纳法官、托马斯法官的反对意见:
本案并不像法院所描述的“仅仅是又一例涉及在反托拉斯争议中适用简易判决标准的案例”。本案提出了一个很小但却极为重要的有关反托拉斯实体法的问题:为了适用关于搭售的本身违法原则,以及对潜在垄断者的行为适用极为严格的原则的目的,生产者在不同品牌设备构成的设备市场中缺少市场支配力,是否能排除其在派生的销售维修用零部件市场中拥有的市场支配力或者垄断力量?我的观点是,法庭对于该问题的答案是错误的,我不同意法庭的判决。
反托拉斯法的本身违法原则应用在如下场合:逻辑和经验显示,被告的行为对竞争造成损害的风险如此的巨大,以至于没有必要对于该行为进行通常的司法审查,来平衡该行为给竞争带来的益处和其产生的反竞争成本,这是一种司法浪费。
尽管在学术领域对于处理搭售问题的法律原则有着很多批评,
[3]本身违法原则的合理性这些年来一直没有什么变化。当被告在搭售产品市场中拥有“市场支配力”——通过减少产量提高价格的能力时,搭售安排使其潜在地将这种能力扩展到另一个不同市场,从而使进入两个市场的壁垒都被提高。另外:
“ 搭售安排可能被用来规避对搭售产品的价格控制,这种规避通过将被搭售产品的利润秘密转移实现;其还有可能被用作影响价格歧视的计量工具;搭售安排可能被用以强迫消费者购买一系列的产品,从而更容易从其身上榨取来自系列产品中一个产品的垄断利润。
[4]”
由于以上原因,正如我们在杰弗逊案中解释的,“法律将仅通过提高搭售产品价格扩展市场支配力,和通过试图限制被搭售产品市场竞争扩展市场支配力做了区分。”
第2条的垄断原则几乎同样指向一些个别情形:被告拥有实质性的市场支配力,并采取排他性或者反竞争的行为,产生破坏或阻止正当竞争的威胁,从而保持或者扩大其市场支配力。当被告拥有市场支配力,其行为就会被特别关注和研究:在正常情况下可能不会被反垄断法关注的行为—或甚至可以被看作是有利于竞争的,当这样的行为由垄断者实施时,就会被视为是具有排他性的。
然而,当市场参与者缺少市场支配力时,法院对垄断者实施的排他性行为和本身违法的搭售协议加强审查力度的考虑就完全不起作用了。据此,“只有在卖方拥有某种特殊能力(通常被称为市场支配力),迫使买方不得不做他在存在竞争的市场中不会做的事情时,搭售协议才应受到谴责。”
本案中,法庭认定生产者在自有品牌设备市场中拥有内在的市场力(比如在销售维修设备所用的零件方面的市场力),这种“垄断力量”足以支持适用《谢尔曼法》第2条的规定。按照这样的观点,在销售维修用零部件市场中拥有市场支配力,足以支持反托拉斯案件的原告引用本身违法原则对抗搭售行为。我认为柯达公司并不具有这样的支配力。如果从目前的记录中得出拥有市场支配力的结论,则会导致禁止不当竞争的古老原则超出合理的范围。并且,由于每个生产由不同零件组成的耐用品的生产商都拥有法庭所谴责的这种市场力,法庭的意见很可能造成滥诉及商业胁迫的发生,这对反托拉斯法的实施及正当竞争来说,弊大于利。
【评析】
本案是美国反托拉斯法中的一个经典案例。1890年制定的《谢尔曼法》是美国反托拉斯法的基石,也是世界上第一部现代反垄断法,由于该法产生的历史背景缘于反托拉斯运动,故美国反垄断法称之为反托拉斯法。《谢尔曼法》第1条和第2条分别禁止限制竞争协议和垄断。《谢尔曼法》第1条规定:“任何契约,以托拉斯形式或其他形式的联合、共谋,用来限制州际间或与外国间的贸易或商业,是非法的,任何人签订上述契约或从事上述联合或共谋,是重罪。” 第2条规定,“禁止任何人垄断或企图垄断,或与他人联合、共谋垄断州际或国际商业和贸易。”
《谢尔曼法》的规定非常原则、抽象,这就给予了法官很大的自由裁量权,但也与法律的确定性和可预见性产生了冲突。正如美国最高法院所指出的,“谢尔曼法作为自由宪章,具有概括性(generality)和适应性(adaptability)。它没有采取具体的界定”。法官对自由裁量权的行使主要取决于其政策偏好、所受的训练和经验。
本案涉及适用于搭售的法律原则。搭售安排是指,“卖方以买方还要购买另一种产品(被搭售产品)或者至少同意不从其他供应商处购买该产品为条件销售产品的协议”。布莱克蒙恩法官指出,如果卖方在搭售产品(搭卖品)市场有着“明显的经济实力”,或者搭售安排实质性影响了被搭售产品(搭卖品)的市场流量,则这样的安排违反了《谢尔曼法》第1条。柯达公司反驳其行为不构成“搭售安排”,以及柯达在搭售产品市场上不具有“明显的经济实力”,提出简易判决。布莱克蒙恩法官指出,维修服务和修理用零部件是各自独立的产品,将两者捆绑起来销售构成了搭售。关于在服务和修理用零部件市场上的支配力问题,柯达主张,由于设备市场和修理服务市场是纯粹的互补关系,因此在设备市场上不具有支配力,必然排除了在销售修理用零部件市场中的市场支配力。布莱克蒙恩法官指出,首先,设备市场和修理服务市场是否是纯粹的互补关系是一个事实问题,有待进一步确认,此外,柯达的主张不足以排除其具有市场支配力的推定,因此驳回简易判决的请求。
被上诉人还主张,柯达垄断或者试图垄断服务和零部件市场,从而违反《谢尔曼法》第2条。根据《谢尔曼法》第2条确定垄断有两个因素:(1)在相关市场上拥有垄断力;(2)以不同于因优良的产品、商业上敏锐的判断或者历史事件而增长或发展的方式,意图获得或者维持该垄断力。布莱克蒙恩法官指出,被上诉人已经提出证据证明柯达采取排他性措施维持其对零部件的垄断,并且运用其对零件的控制增强其在柯达维修服务市场中的垄断份额。柯达提出了三点“效益”抗辩,试图证明其行为的正当性。(1)通过提高柯达维修服务的质量促进品牌间设备的相互竞争;(2)通过减少柯达的库存成本提高资产管理水平;(3)防止独立服务机构免费搭车,利用柯达在设备、零件和维修服务上的资本投资。然而,对于每一点所谓的正当性的合理性和充分性都存在着一些事实方面的疑问,这也使得采用简易判决是不适当的。
斯卡拉法官、奥康纳法官、托马斯法官提出异议,认为柯达公司不具有市场支配力,并提出只有当卖方具有市场支配力时,搭售行为才构成违法。因此应准许简易判决。
|
|||||
|
|||||