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Optimal Commodity Promotion In Imperfectly Competitive Markets

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Author Info
Zhang, Mingxia
Sexton, Richard J.
Abstract

We investigate the optimal collection and expenditure of funds for agricultural commodity promotion in markets where the processing and distribution sectors may exhibit oligopoly and/or oligopsony power. The conditions that characterize optimal advertising intensity under perfect competition for funds generated from either per-unit or lump-sum taxes do not, in general, hold when marketing is imperfectly competitive. Simulation analyses show that imperfect competition always reduces farmers’' optimal advertising expenditure and that an imperfectly competitive marketing sector may capture half or more of the benefits from the funds that are expended.

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Paper provided by American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) in its series 2000 Annual meeting, July 30-August 2, Tampa, FL with number 21823.

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Date of creation: 2000
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Handle: RePEc:ags:aaea00:21823

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Keywords: Marketing;

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  1. Alston, Julian M & Freebairn, John W & James, Jennifer S, 2001. " Beggar-Thy-Neighbor Advertising: Theory and Application to Generic Commodity Promotion Programs," American Journal of Agricultural Economics, American Agricultural Economics Association, vol. 83(4), pages 888-902, November. [Downloadable!] (restricted)
  2. Alston, Julian M. & Carman, Hoy F. & Chalfant, James A. & Crespi, John M. & Sexton, Richard J. & Venner, Raymond J., 1998. "The California Prune Board's Promotion Program: An Evaluation," Research Reports 11926, University of California, Davis, Giannini Foundation. [Downloadable!]
  3. Alston, Julian M & Chalfant, James A & Piggott, Nicholas E, 2000. " The Incidence of the Costs and Benefits of Generic Advertising," American Journal of Agricultural Economics, American Agricultural Economics Association, vol. 82(3), pages 665-71, August. [Downloadable!] (restricted)
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This page was last updated on 2009-12-11.


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