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A Two-Stage Analysis of the Effectiveness of Promotion Programs for U.S. Apples

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  • Timothy J. Richards
  • Pieter. Van Ispelen
  • Albert Kagan

Abstract

Export promotion programs are intended to help U.S. exporters enter, maintain, and expand foreign markets, but little is known of their success in achieving each of these goals. In this paper we attempt to determine the effectiveness of export promotion in increasing both U.S. market share and total import consumption using apple imports by Singapore and the United Kingdom as case studies. Estimates of a two-stage Linear Expenditure System (LES)/Almost Ideal Demand System (AIDS) model show that promotion increases consumption of apples in both the United Kingdom and Singapore, but increases U.S. market share only in the United Kingdom. The results suggest that free-riding on U.S. promotion can be significant. Copyright 1997, Oxford University Press.

Suggested Citation

  • Timothy J. Richards & Pieter. Van Ispelen & Albert Kagan, 1997. "A Two-Stage Analysis of the Effectiveness of Promotion Programs for U.S. Apples," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(3), pages 825-837.
    • Handle: RePEc:oup:ajagec:v:79:y:1997:i:3:p:825-837
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    Cited by:

    1. Cansino, José M. & Lopez-Melendo, Jaime & Pablo-Romero, María del P. & Sánchez-Braza, Antonio, 2013. "An economic evaluation of public programs for internationalization: The case of the Diagnostic program in Spain," Evaluation and Program Planning, Elsevier, vol. 41(C), pages 38-46.
    2. Shinn‐Shyr Wang & Kyle W. Stiegert & Tirtha P. Dhar, 2010. "Strategic Pricing Behavior under Asset Value Maximization," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 58(2), pages 151-170, June.
    3. J. A. L. Cranfield, 2003. "Optimal Collective Investment in Generic Advertising, Export Market Promotion and Cost-of-Production-Reducing Research," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 51(3), pages 299-321, November.
    4. Freixanet, Joan, 2022. "Export promotion programs: A system-based systematic review and agenda for future research," Journal of World Business, Elsevier, vol. 57(4).
    5. Onunkwo, Izuchukwu M. & Epperson, James E., 1999. "Export Demand For U.S. Pecans: Impacts Of U.S. Export Promotion," 1999 Annual meeting, August 8-11, Nashville, TN 21686, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    6. Costa, Ecio de Farias & Epperson, James E. & Huang, Chung L. & McKissick, John C., 2002. "Impacts Of Advertising And Promotion On The Demand For Scanned Purchases Of Vidalia Onions," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-10, March.
    7. Henry Kinnucan & Øystein Myrland, 2008. "On generic vs. brand promotion of farm products in foreign markets," Applied Economics, Taylor & Francis Journals, vol. 40(6), pages 673-684.
    8. Karel Janda & Jill J. McCluskey & Gordon C. Rausser, 2000. "Food Import Demand in the Czech Republic," Journal of Agricultural Economics, Wiley Blackwell, vol. 51(1), pages 22-44, January.
    9. Jakus, Paul M. & Jensen, Kimberly L. & Davis, George C., 2003. "Revenue Impacts of MPP Branded Funds: A Firm-Level Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 32(2), pages 184-197, October.
    10. Leister, Amanda M. & Capps, Oral, Jr. & Rosson, C. Parr, III, 2010. "The Economic Effects of New-Product Beef Promotion in Guatemala," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(2), pages 1-11, July.
    11. Kinnucan, Henry W. & Myrland, Oystein, 2002. "Relationship Between Partial and Total Responses to Advertising with Application to U.S. Meats," Research Bulletins 122634, Cornell University, Department of Applied Economics and Management.
    12. Malaga, Jaime E. & Pan, Suwen & Duch-Carvallo, Teresa, 2009. "Did Mexican Meat Demand Change under NAFTA?," 2009 Conference, August 16-22, 2009, Beijing, China 51430, International Association of Agricultural Economists.
    13. Richards, Timothy J. & Patterson, Paul M., 1998. "New Varieties and the Returns to Commodity Promotion: Washington Fuji Apples," Working Papers 28541, Arizona State University, Morrison School of Agribusiness and Resource Management.
    14. Henry W. Kinnucan & Øystein Myrland, 2001. "A note on measuring returns to nonprice export promotion," Agribusiness, John Wiley & Sons, Ltd., vol. 17(3), pages 423-433.
    15. Tullaya Boonsaeng & Michael K. Wohlgenant, 2009. "A Dynamic Approach to Estimating and Testing Separability in U.S. Demand for Imported and Domestic Meats," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 57(1), pages 139-157, March.
    16. Timothy J. Richards, 2000. "A discrete|continuous model of fruit promotion, advertising, and response segmentation," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 179-196.
    17. Timothy J. Richards & Paul M. Patterson, 2002. "Minimum effective scale in export promotion," Agribusiness, John Wiley & Sons, Ltd., vol. 18(4), pages 523-541.
    18. Onunkwo, Izuchukwu M. & Epperson, James E., 2001. "Export Demand For U.S. Almonds: Impacts Of U.S. Export Promotion Programs," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(1), pages 1-12, March.
    19. Onunkwo, Izuchukwu M. & Epperson, James E., 2000. "Export Demand For U.S. Walnuts: Impacts Of U.S. Export Promotion Programs," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(3), pages 1-7, November.
    20. Tozer, Peter R. & Marsh, Thomas L., 2018. "Dynamic regional model of the US apple industry: Consequences of supply or demand shocks due to pest or disease outbreaks and control," Agricultural Systems, Elsevier, vol. 164(C), pages 252-263.
    21. Girapunthong, Napaporn & Ward, Ronald W., 2003. "Demand Drivers For Fresh-Cut Flowers And Their Substitutes: An Application Of Household Expenditure Allocation Models," 2003 Annual meeting, July 27-30, Montreal, Canada 22178, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    22. Haydée Calderón & Teresa Fayós & Amparo Cervera, 2005. "A Model for valuation of government export promotion policies: An empirical analysis in the spanish context from a market oriented perspective," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 2(2), pages 34-49, December.
    23. Basher, Syed Abul & Raboy, David G. & Kaitibie, Simeon & Hossain, Ishrat, 2012. "The economics of food security in Arab micro states: preliminary evidence from micro data," MPRA Paper 39357, University Library of Munich, Germany.

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