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Brief 39: Roll on demand estimation: the EC’s empirical analysis in Unilever/Sara Lee 24.05.12

The European Commission’s decision on Unilever/Sara Lee represents an important step in the use of merger simulations in assessing mergers, placing greater prominence on such analysis than in previous cases where this approach has been used.

Estimating price effects from a merger sounds like a panacea for merger control: in most merger cases, this is the central question that merger analysis seeks to answer.

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