ИСТИНА

Traditionally marketing policies are considered to be the matter of choice by market participants. It is normally so, except the operators of essential facilities (such as pipelines or electric grid) or companies where prices are subject of direct price regulation (heating, gas and electricity supply etc.) However, in some exceptional circumstances responsible government agencies impose regulatory constraints on important marketing decisions of the companies outside regulated industries. One important example are remedies imposed by competition agencies, especially in BRICS countries, which sometimes take form of public regulated commercial policies as a set of rules for largest (dominant) sellers in B2B sectors how to select counterparties, how to set contract terms and how to enforce contracts. Wider use of commercial policies in a regular basis is recently under consideration in Russia. The goal of the paper is to discuss the expected impact of remedies application on competition, on the marketing policies, managerial incentives and performance of the companies, which are subject of remedies, by the example of several Russian cases. Our main conclusion is that impact of marketing policies and managerial incentives is the key to predict the impact of remedies on competition itself.