rumblings from the European regulators began to create an uneasy feeling among GE’s and Honeywell’s
management.
Mario Monti, the European competition commissioner at that time, expressed concern about possible
“conglomerate effects” or the total influence a combined GE and Honeywell would wield in the aircraft
industry. He was referring to GE’s perceived ability to expand its influence in the aerospace industry
through service initiatives. GE’s services offerings help differentiate it from others at a time when the prices
of many industrial parts are under pressure from increased competition, including low-cost manufacturers
overseas. In a world in which manufactured products are becoming increasingly commodity-like, the true
winners are those able to differentiate their product offering. GE and Honeywell’s European competitors
complained to the EU regulatory commission that GE’s extensive services offering would give it entrée into
many more points of contact among airplane manufacturers, from communications systems to the expanded
line of spare parts GE would be able to supply. This so-called range effect or portfolio power is a relatively
new legal doctrine that has not been tested in transactions of this size.2
On May 3, 2001, the U.S. Department of Justice approved the buyout after the companies agreed to sell
Honeywell’s helicopter engine unit and take other steps to protect competition. The U.S. regulatory
authorities believed that the combined companies could sell more products to more customers and therefore
could realize improved efficiencies, although it would not hold a dominant market share in any particular
market. Thus, customers would benefit from GE’s greater range of products and possibly lower prices, but
they still could shop elsewhere if they chose. The U.S. regulators expressed little concern that bundling of
products and services could hurt customers, since buyers can choose from among a relative handful of
viable suppliers.
To understand the European position, it is necessary to comprehend the nature of competition in the
European Union. France, Germany, and Spain spent billions subsidizing their aerospace industry over the
years. The GE–Honeywell deal has been attacked by their European rivals from Rolls-Royce and Lufthansa
to French avionics manufacturer Thales. Although the European Union imported much of its antitrust law
from the United States, the antitrust law doctrine evolved in fundamentally different ways. In Europe, the
main goal of antitrust law is to guarantee that all companies be able to compete on an equal playing field.
The implication is that the European Union is just as concerned about how a transaction affects rivals as it
is consumers. Complaints from competitors are taken more seriously in Europe, whereas in the United
States it is the impact on consumers that constitutes the litmus test. Europeans accepted the legal concept of
“portfolio power,” which argues that a firm may achieve an unfair advantage over its competitors by
bundling goods and services. Also, in Europe, the European Commission’s Merger Task Force can prevent
a merger without taking a company to court.
The EU authorities continued to balk at approving the transaction without major concessions from the
participants—concessions that GE believed would render the deal unattractive. On June 15, 2001, GE
submitted its final offer to the EU regulators in a last-ditch attempt to breathe life into the moribund deal.
GE knew that if it walked away, it could continue as it had before the deal was struck, secure in the
knowledge that its current portfolio of businesses offered substantial revenue growth or profit potential.
Honeywell clearly would fuel such growth, but it made sense to GE’s management and shareholders only if
it would be allowed to realize potential synergies between the GE and Honeywell businesses.
GE said it was willing to divest Honeywell units with annual revenue of $2.2 billion, including regional
jet engines, air-turbine starters, and other aerospace products. Anything more would jeopardize the
rationale for the deal. Specifically, GE was unwilling to agree not to bundle (i.e., sell a package of
components and services at a single price) its products and services when selling to customers. Another
stumbling block was the GE Capital Aviation Services unit, the airplane-financing arm of GE Capital. The
EU Competition Commission argued that that this unit would use its influence as one of the world’s largest
purchasers of airplanes to pressure airplane manufacturers into using GE products. The commission seemed
2 Murray, 2001