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Notes on Advertising, Economies of Scale, and Entry Barriers

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  • A. Michael Spence

Abstract

The paper discusses how advertising and economies of scale in production interact to produce economies of scale. The latter are defined to occur when costs per dollar of revenues decline with revenues. It is argued that, in an industry with differentiated products and advertising, it is the declining costs per collar of revenues rather than declining production costs per unit of output that directly affects entry barriers and the profitability of established firms.

Suggested Citation

  • A. Michael Spence, 1980. "Notes on Advertising, Economies of Scale, and Entry Barriers," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 95(3), pages 493-507.
    • Handle: RePEc:oup:qjecon:v:95:y:1980:i:3:p:493-507.
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    Cited by:

    1. Paulson Gjerde, Kathy A. & Slotnick, Susan A., 2004. "Quality and reputation: The effects of external and internal factors over time," International Journal of Production Economics, Elsevier, vol. 89(1), pages 1-20, May.
    2. Schmalensee, Richard, 1982. "Product Differentiation Advantages of Pioneering Brands," American Economic Review, American Economic Association, vol. 72(3), pages 349-365, June.
    3. Guillem Roig, 2017. "Product Compatibility as an Strategy to Hinder Entry Deterrence," Documentos de Trabajo 15774, Universidad del Rosario.
    4. Jesse A. Ellis & C. Edward Fee & Shawn E. Thomas, 2012. "Proprietary Costs and the Disclosure of Information About Customers," Journal of Accounting Research, Wiley Blackwell, vol. 50(3), pages 685-727, June.
    5. Manel Antelo, 2002. "Complementaries and commitment in a Cournot setting," Estudios Económicos, El Colegio de México, Centro de Estudios Económicos, vol. 17(1), pages 3-36.
    6. Brekke, Kjell Arne & Rege, Mari, 2006. "Advertising as Distortion of Learning in Markets with Network Externalities," Memorandum 24/2006, Oslo University, Department of Economics.
    7. Cornes, Richard & Hartley, Roger, 2007. "Weak links, good shots and other public good games: Building on BBV," Journal of Public Economics, Elsevier, vol. 91(9), pages 1684-1707, September.
    8. repec:dgr:rugsom:07009 is not listed on IDEAS
    9. Danny Miller & Jean-Marie Toulouse, 1985. "Strategy, Structure, CEO Personality and Performance in Small Firms," Entrepreneurship Theory and Practice, , vol. 10(3), pages 47-62, January.
    10. Natsuko Iwasaki & Victor Tremblay, 2009. "The effect of marketing regulations on efficiency: LeChatelier versus coordination effects," Journal of Productivity Analysis, Springer, vol. 32(1), pages 41-54, August.
    11. J. Barkley Rosser, 2003. "A Nobel Prize for Asymmetric Information: The economic contributions of George Akerlof, Michael Spence and Joseph Stiglitz," Review of Political Economy, Taylor & Francis Journals, vol. 15(1), pages 3-21.
    12. Ravi Kumar, K. & Hadjinicola, George C., 1996. "Resource allocation to defensive marketing and manufacturing strategies," European Journal of Operational Research, Elsevier, vol. 94(3), pages 453-466, November.
    13. Cornes, Richard & Hartley, Roger, 2012. "Fully aggregative games," Economics Letters, Elsevier, vol. 116(3), pages 631-633.
    14. Lisa M. George, 2009. "National Television And The Market For Local Products: The Case Of Beer," Journal of Industrial Economics, Wiley Blackwell, vol. 57(1), pages 85-111, March.
    15. Scott Morton, Fiona M., 2000. "Barriers to entry, brand advertising, and generic entry in the US pharmaceutical industry," International Journal of Industrial Organization, Elsevier, vol. 18(7), pages 1085-1104, October.
    16. Lutz, Clemens & Kemp, Ron & Dijkstra, S. Gerhard, 2007. "SME's perceptions regarding strategic and structural entry barriers," Research Report 07009, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    17. R Cornes & R Hartley, 2005. "The Geometry of Aggregative Games," Economics Discussion Paper Series 0514, Economics, The University of Manchester.
    18. Antonelli, Cristiano, 1997. "The economics of path-dependence in industrial organization," International Journal of Industrial Organization, Elsevier, vol. 15(6), pages 643-675, October.
    19. Clemens Lutz & Ron Kemp & S. Gerhard Dijkstra, 2010. "Perceptions regarding strategic and structural entry barriers," Small Business Economics, Springer, vol. 35(1), pages 19-33, July.

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