IDEAS home Printed from https://ideas.repec.org/p/ags/fdcrrp/104329.html
   My bibliography  Save this paper

Allocation of Advertising and Research Dollars In the Florida Orange-Juice Industry

Author

Listed:
  • Brown, Mark G.

Abstract

In this study, an OJ model was developed to examine the optimal advertising-research mix to maximize Florida grower revenue net of the costs of these activities. The model is based on assumed coefficients reflecting the impacts of prices, advertising and research. The effects of prices on demand and supply, as well as the effect of advertising on demand, were set based on findings of prior studies. The effect of research on supply is less certain, and a range of research effects was considered. A range of advertising effects was also considered given the study’s focus. The model solutions for the various advertising and research assumptions considered indicate that optimal advertising expenditures are significant

Suggested Citation

  • Brown, Mark G., 2009. "Allocation of Advertising and Research Dollars In the Florida Orange-Juice Industry," Research papers 104329, Florida Department of Citrus.
    • Handle: RePEc:ags:fdcrrp:104329
    DOI: 10.22004/ag.econ.104329
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/104329/files/RP%202009-1.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.104329?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. 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.
    2. Chanjin Chung & Harry M. Kaiser, 1999. "Distribution of Gains from Research and Promotion in Multistage Production Systems: Comment," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(3), pages 593-597.
    3. Spreen, Thomas H. & Brewster, Charlene & Brown, Mark G., 2003. "The Free Trade Area of the Americas and the Market for Processed Orange Products," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 35(1), pages 107-126, April.
    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. Michael K. Wohlgenant, 1993. "Distribution of Gains from Research and Promotion in Multi-Stage Production Systems: The Case of the U.S. Beef and Pork Industries," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 75(3), pages 642-651.
    6. Fuglie, Keith O. & Heisey, Paul W., 2007. "Economic Returns to Public Agricultural Research," Economic Brief 6388, United States Department of Agriculture, Economic Research Service.
    7. Brown, Mark G., 2008. "The Impact of Generic-Orange Juice Advertising," Research papers 36817, Florida Department of Citrus.
    8. Brown, Mark G. & Spreen, Thomas H. & Lee, Jonq-Ying, 2004. "Impacts On U.S. Prices Of Reducing Orange Juice Tariffs In Major World Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 35(2), pages 1-8, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Xayavong, Vilaphonh & Radhakrishnan, Manju & Kingwell, Ross S., 2013. "Development Strategies for a Premium Wine Region of Australia: an application of value chain modelling," 2013 Conference (57th), February 5-8, 2013, Sydney, Australia 152186, Australian Agricultural and Resource Economics Society.
    3. Widenhorn, Andreas & Salhofer, Klaus, 2014. "Using a Generalized Differenced Demand Model to Estimate Price and Expenditure Elasticities for Milk and Meat in Austria," Journal of International Agricultural Trade and Development, Journal of International Agricultural Trade and Development, vol. 63(2).
    4. Widenhorn, Andreas & Salhofer, Klaus, 2014. "Using a Generalized Differenced Demand Model to Estimate Price and Expenditure Elasticities for Milk and Meat in Austria," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 63(02), pages 1-16, June.
    5. Luckstead, Jeff & Devadoss, Stephen & Mittelhammer, Ron C., 2013. "Strategic Trade Policies in the U.S. Orange Juice Market: Competition between Florida and São Paulo," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149668, Agricultural and Applied Economics Association.
    6. Luckstead, Jeff & Devadoss, Stephen & Mittelhammer, Ron, 2015. "Imperfect Competition between Florida and Sao Paulo (Brazil) Orange Juice Producers in the U.S. and European Markets," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 40(1), pages 1-15.
    7. 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).
    8. Čikić, Jovana & Petrović, Živojin, 2013. "Diffusion Of Knowledge And Innovations In Serbian Agriculture," Agri-Food Sector in Serbia: State and Challenges, Serbian Association of Agricultural Economists, number 157553 edited by Škorić, Dragan & Tomić, Danilo & Popović, Vesna, December.
    9. Peter Warr, 2022. "Research and productivity in Indonesian agriculture," Departmental Working Papers 2022-02, The Australian National University, Arndt-Corden Department of Economics.
    10. Peter Warr, 2023. "Productivity in Indonesian agriculture: Impacts of domestic and international research," Journal of Agricultural Economics, Wiley Blackwell, vol. 74(3), pages 835-856, September.
    11. McVey, Marty Jay, 1996. "Valuing quality differentiated grains from a total logistics perspective," ISU General Staff Papers 1996010108000012326, Iowa State University, Department of Economics.
    12. Minten, Bart & Singh, K.M. & Sutradhar, Rajib, 2011. "Branding in food retail of high value crops in Asia: Case of Makhana from Bihar (India)," MPRA Paper 54334, University Library of Munich, Germany, revised 31 Jan 2011.
    13. Pardey, Philip G. & Alston, Julian M. & Ruttan, Vernon W., 2010. "The Economics of Innovation and Technical Change in Agriculture," Handbook of the Economics of Innovation, in: Bronwyn H. Hall & Nathan Rosenberg (ed.), Handbook of the Economics of Innovation, edition 1, volume 2, chapter 0, pages 939-984, Elsevier.
    14. Henry W. Kinnucan & Øystein Myrland, 2003. "Free-rider effects of generic advertising: The case of salmon," Agribusiness, John Wiley & Sons, Ltd., vol. 19(3), pages 315-324.
    15. Borrell, Brent & Jiang, Tingsong & Pearce, David & Gould, Ian, 2014. "Payoffs from research and development along the Australian food value chain: a general equilibrium analysis," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 58(3), July.
    16. Waleerat Suphannachart & Peter Warr, 2011. "Research and productivity in Thai agriculture," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 55(1), pages 35-52, January.
    17. Wang, Sun Ling & Hoppe, Robert A & Hertz, Thomas & Xu, Shicong, 2022. "Farm Labor, Human Capital, and Agricultural Productivity in the United States," Economic Research Report 327178, United States Department of Agriculture, Economic Research Service.
    18. Baráth, Lajos & Fertő, Imre, 2020. "Accounting for TFP Growth in Global Agriculture - a Common-Factor- Approach-Based TFP Estimation," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 12(4), December.
    19. Karolina Pawlak & Luboš Smutka & Pavel Kotyza, 2021. "Agricultural Potential of the EU Countries: How Far Are They from the USA?," Agriculture, MDPI, vol. 11(4), pages 1-21, March.
    20. Piggott, Roley R., 1995. "Returns To Incremental Advertising Expenditure in the Presence of Cross-Commodity Impacts and Inseparable Markets: An Equilibrium Displacement Modeling Approach," New Methodologies for Commodity Promotion Economics, October 5-6, 1995, Sacramento, California 279624, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.

    More about this item

    Keywords

    Agribusiness;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:fdcrrp:104329. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: http://www.floridajuice.com/industry_market.php .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.