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Economías de escala publicitarias en grandes empresas en México 2008-2011

Author

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  • Ignacio Javier Cruz Rodríguez

Abstract

El objetivo del artículo es analizar el impacto que tiene la publicidad en las ventas de 9 grandes empresas en México mediante la cuantificación de la elasticidad ventas-publicidad. La clasificación de la elasticidad indica la presencia de economías o deseconomías de escala publicitarias. Los resultados siguieren la presencia de economías de escala publicitarias en Walmart y Telcel y deseconomías de escala publicitarias para el resto de las empresas. Finalmente, se discuten las ventajas y desventajas que cada empresa puede tener de esta situación.

Suggested Citation

  • Ignacio Javier Cruz Rodríguez, 2014. "Economías de escala publicitarias en grandes empresas en México 2008-2011," Estudios Gerenciales, Universidad Icesi, March.
    • Handle: RePEc:col:000129:011441
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1758
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    More about this item

    Keywords

    Economías de escala publicitarias Elasticidad ventas-publicidad Intensidad publicitaria;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General

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