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Optimal investment in generic advertising and research: The case of the Canadian supply-managed egg market

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  • K. M. Chyc

    (Department of Agricultural Economics and Business, University of Guelph)

  • E. W. Goddard

    (Department of Agricultural Economics and Business, University of Guelph)

Abstract

Cooperative producer organizations face the choice of investing producer dollars in a number of ways including basic research and advertising. An empirical model is specified for the Canadian supply-managed egg market to determine whether producers should invest in research, advertising, or both. Results suggest that without financial restrictions producers should invest more in advertising than they currently do and also invest significantly in basic research. For any commodity, the results will be dependent on price elasticities of supply and demand as well as measured responses to advertising and research.

Suggested Citation

  • K. M. Chyc & E. W. Goddard, 1994. "Optimal investment in generic advertising and research: The case of the Canadian supply-managed egg market," Agribusiness, John Wiley & Sons, Ltd., vol. 10(2), pages 145-166.
    • Handle: RePEc:wly:agribz:v:10:y:1994:i:2:p:145-166
    DOI: 10.1002/1520-6297(199403/04)10:2<145::AID-AGR2720100205>3.0.CO;2-3
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    References listed on IDEAS

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    1. N/A, 1989. "Annual Report," Evaluation Review, , vol. 13(3), pages 320-320, June.
    2. A. Aykac & M. Corstjens & D. Gautschi & I. Horowitz, 1989. "Estimation Uncertainty and Optimal Advertising Decisions," Management Science, INFORMS, vol. 35(1), pages 42-50, January.
    3. A. K. Enamul Haque & Glenn Fox & George L. Brinkman, 1989. "Product Market Distortions and the Returns to Federal Laying-Hen Research in Canada," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 37(1), pages 29-46, March.
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    Cited by:

    1. Schmit, Todd M. & Kaiser, Harry M., 1998. "Egg Advertising, Dietary Cholesterol Concerns, and U.S. Consumer Demand," Agricultural and Resource Economics Review, Cambridge University Press, vol. 27(1), pages 43-52, April.
    2. Hailu, Getu & Goddard, Ellen W., 2010. "The changing egg demand in Canada: do advertising and health message contents matter?," 115th Joint EAAE/AAEA Seminar, September 15-17, 2010, Freising-Weihenstephan, Germany 116427, European Association of Agricultural Economists.
    3. Richards, Timothy J. & Padilla, Luis, 2001. "Commodity R&D, Patenting, And Promotion," 2001 Annual meeting, August 5-8, Chicago, IL 20497, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. 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.
    5. Todd M. Schmit & J. Carlos Reberte & Harry M. Kaiser, 1997. "An economic analysis of generic egg advertising in California, 1985-1995," Agribusiness, John Wiley & Sons, Ltd., vol. 13(4), pages 365-373.
    6. Reberte, J. Carlos & Schmit, Todd M. & Kaiser, Harry M., 1996. "An Ex Post Evaluation of Generic Egg Advertising in the U.S," Research Bulletins 122835, Cornell University, Department of Applied Economics and Management.
    7. Richards, Timothy J. & Padilla, Luis, 2002. "Commodity R&D And Promotion," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(3), pages 1-15, December.
    8. Brown, Mark G., 2009. "Allocation of Advertising and Research Dollars In the Florida Orange-Juice Industry," Research papers 104329, Florida Department of Citrus.
    9. Goddard, Ellen W. & Boxall, Peter C. & Emunu, John Paul & Boyd, Curtis & Asselin, Andre & Neall, Amanda, 2007. "Consumer Attitudes, Willingness to Pay and Revealed Preferences for Different Egg Production Attributes: Analysis of Canadian Egg Consumers," Project Report Series 52087, University of Alberta, Department of Resource Economics and Environmental Sociology.

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