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Advertising and R&D: theory and evidence from France

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  • Philippe Askenazy
  • Thomas Breda
  • Delphine Irac

Abstract

Advertising and innovation are two engines for firms to escape competition and improve profits. We propose a model that encompasses both the static and dynamic interactions between R&D, advertising and competitive environment. It provides three main predictions. First, for a given competitive environment, quality leaders spend more in advertising in order to extract maximal rents; thus, lower costs of ads may favor R&D. Second, the inverted-U relation between competition and R&D still holds with the introduction of advertising. Third, more competition is associated with on average more advertising expenditures. Empirical evidence from a large panel of 59,000 French firms over 1990-2004 supports these three properties.

Suggested Citation

  • Philippe Askenazy & Thomas Breda & Delphine Irac, 2016. "Advertising and R&D: theory and evidence from France," Economics of Innovation and New Technology, Taylor & Francis Journals, vol. 25(1), pages 33-56, January.
    • Handle: RePEc:taf:ecinnt:v:25:y:2016:i:1:p:33-56
    DOI: 10.1080/10438599.2015.1046670
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    Cited by:

    1. Kwon, He-Boong & Lee, Jooh & Choi, Laee, 2022. "Dynamic interplay of operations and R&D capabilities in U.S. high-tech firms: Predictive impact analysis," International Journal of Production Economics, Elsevier, vol. 247(C).
    2. Jian Xu & Feng Liu & You-hua Chen, 2019. "R&D, Advertising and Firms’ Financial Performance in South Korea: Does Firm Size Matter?," Sustainability, MDPI, vol. 11(14), pages 1-16, July.
    3. Parisa Pourkarimi & Gamal Atallah, 2020. "The Impact of Cooperative R&D and Advertising on Innovation and Welfare," Journal of Quantitative Economics, Springer;The Indian Econometric Society (TIES), vol. 18(1), pages 143-167, March.
    4. Su, Zhifang & Wang, Luhan & Liao, Jing & Cui, Xin, 2023. "Peer effects in corporate advertisement expenditure: Evidence from China," Research in International Business and Finance, Elsevier, vol. 64(C).

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