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 GEHoneywell 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 participantsconcessions 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 to ignore that GE had
only an 8 percent share of the global airplane leasing market and would therefore
seemingly lack the market power the commission believed it could exert.
On July 4, 2001, the European Union vetoed the GE purchase of Honeywell, marking it
the first time a proposed merger between two U.S. companies has been blocked solely
by European regulators. Having received U.S. regulatory approval, GE could ignore the
EU decision and proceed with the merger as long as it would be willing to forego sales
in Europe. GE decided not to appeal the decision to the EU Court of First Instance (the