Advertising and Entry Barriers Revisited
AbstractIn a paper in the Southern Economic Journal, 1974, R. Schmalansee has claimed to demonstrate that "even though established firms have built up loyalty to their brands or sell to inert customers, this does not give them any advantage to deter entry. Only if capital markets are serious imperfect and potential entrants lack valuable assets to use as collateral might the market position of the established firms hinder entry". This proposition was cited by Needham and repeated by Cchmalansee, in articles appearing in the journal of Industrial Economics, September, 1976. A fortiori, one might be led to suppose that in the absence of lagged effects advertising is quite powerless to create entry barriers.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoPaper provided by University of Warwick, Department of Economics in its series The Warwick Economics Research Paper Series (TWERPS) with number 141.
Length: 16 pages
Date of creation: 1979
Date of revision:
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Helen Neal).
If references are entirely missing, you can add them using this form.