Abstract
Since the first stage (semi-deregulation) of textbook publications for elementary
schools in 1991, certain policy results have demonstrated the changes in market
structure. These changes included pluralization and liberalization of education
thoughts, enhancement on the quality of textbook writing and printing, better
choices of textbooks and supplementing materials, and the autonomy of teachers'
rights in academic affairs. On the other side of coins, some side effects have
also called for attentions from the perspective of Fair Trade Law (FTL). These
effects are the further concentration of publishing firms, the cross-subsidization
between textbooks and reference books, the unfair sales promotion practices
at schools, and the coalition behavior in publishing firms as well as the municipal
governments.
This study is commissioned to look
into these side effects in order to assess their impacts within the scope of
FTL when fully deregulated in 2002. Data collections are based upon: (i) sampling
survey of parents and teachers, (ii) in-depth interview of publishing firms,
(iii) both interview and survey of educational bureaus at municipal government,
and (iv) panel discussion from government, publishing firms, and teacher representatives.
Research methodology is comprised of three parts: historical analysis, industry
analysis, and legal assessment. Research findings are (a) further concentration
of the market, (b) further decentralization of buyers at schools, (c) more transparency
in the procurement process, (d) sales support (ex ante and ex post) demanding
regulation, and (e) relevancy of Fair Trade Law and litigation cases. Finally,
suggestions are made to call for implementation of National Education Law at
the municipal level, modification on the pricing negotiating mechanism, strengthening
the regulation of sales promotion activities under the FTL, and proposal for
separation of textbook and reference book market.