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Marketing Science 2026

Is Competition Only One Click Away? The Digital Markets Act’s Impact on Google Maps

Louis-Daniel Pape1; Michelangelo Rossi2

1 Télécom Paris, Center for Research in Economics and Statistics, Institut Polytechnique de Paris, 91120 Palaiseau, France · 2 HEC Paris

open access

Abstract

European Union-mandated changes to Google results increased map-related searches but produced little traffic gain for competitors, underscoring Google Maps’ dominance.

DOI
10.1287/mksc.2025.0159
Sources
openalex

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