To print this article, all you need is to be registered or login on Mondaq.com. Day-in and day-out, people are waking up in a brave new world fueled by technology and innovation. In an environment where billion dollar ideas are actualized overnight, companies need to fight for keeping themselves relevant in the eyes of their customers. The rapid pace of business also redefines the concept of welfare for individuals and communities around the globe. Of course, this impact driven journey has a transforming effect on the legal and social studies that revolve around the concept of welfare. A vivid example of this is competition law. In an effort