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Optimal generic advertising in an imperfectly competitive food industry with variable proportions

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  • Kinnucan, Henry W.

Abstract

This paper determines the impact of food industry market power on farmers' incentive to promote in a situation where funds for promotion are raised through a per-unit assessment on farm output and food industry technology is characterized by variable proportions. Specifically, building on earlier studies by Azzam and by Holloway, Muth's model is extended to consider the farm-level impacts of generic advertising when downstream firms possess oligopoly and/or oligopsony power and advertising expenditure is endogenous at the market level. Applying the model to the U.S. beef industry, we find that for plausible parameter values market power reduces farmers' incentive to promote. However, the disincentive is moderated by factor substitution, and effectively vanishes as the factor substitution elasticity approaches the retail demand elasticity. This suggests that the Dorfman-Steiner theorem, suitably modified to account for factor substitution, suffices to indicate optimal advertising intensity in the U.S. beef sector.
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  • Kinnucan, Henry W., 2003. "Optimal generic advertising in an imperfectly competitive food industry with variable proportions," Agricultural Economics, Blackwell, vol. 29(2), pages 143-158, October.
  • Handle: RePEc:eee:agecon:v:29:y:2003:i:2:p:143-158
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    1. John R. Schroeter & Azzeddine M. Azzam, & Mingxia Zhang, 2000. "Measuring Market Power in Bilateral Oligopoly: The Wholesale Market for Beef," Southern Economic Journal, Southern Economic Association, vol. 66(3), pages 526-547, January.
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    5. Mary K. Muth & Michael K. Wohlgenant, 1999. "A Test for Market Power Using Marginal Input and Output Prices With Application to the U.S. Beef Processing Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 81(3), pages 638-643.
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    Cited by:

    1. Cai, Hailong & Kinnucan, Henry W., 2009. "The Compensative Effects of Tobacco Leaf Price Changes on Tax Revenue in China," 2009 Annual Meeting, January 31-February 3, 2009, Atlanta, Georgia 46727, Southern Agricultural Economics Association.
    2. Chanjin Chung & Youg Sook Eom & Byung Woo Yang, 2014. "Optimal Generic Advertising under Bilateral Imperfect Competition between Processors and Retailers," Agribusiness, John Wiley & Sons, Ltd., vol. 30(4), pages 438-455, September.
    3. Nilsson, Tomas K.H. & Foster, Kenneth A., 2005. "Certification of Pork Products," 2005 Annual meeting, July 24-27, Providence, RI 19350, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Wang, Xiuqing & Weldegebriel, Habtu T. & Rayner, Anthony J., 2006. "Price Transmission, Market Power and Returns to Scale," Working Papers 46004, Scotland's Rural College (formerly Scottish Agricultural College), Land Economy & Environment Research Group.
    5. Habtu T. Weldegebriel & Xiuqing Wang & Anthony J. Rayner, 2012. "Price transmission market power and industry technology: a note," China Agricultural Economic Review, Emerald Group Publishing, vol. 4(3), pages 281-299, August.
    6. Hailong Cai & Xiuqing Wang, 2010. "The substitution effect of cigarette excise tax for tobacco leaf tax in China," China Agricultural Economic Review, Emerald Group Publishing, vol. 2(4), pages 385-395, November.
    7. Freebairn, John W. & Goddard, Ellen W. & Griffith, Garry R., 2005. "When Can a Generic Advertising Program Increase Farmer Returns?," Australasian Agribusiness Review, University of Melbourne, Melbourne School of Land and Environment, vol. 0.
    8. Chung, Chanjin & Henneberry, Shida Rastegari & Tostao, Emilio, 2004. "Will The Voluntary Checkoff Program Be The Answer? An Analysis Of Optimal Advertising And Free-Rider Problem In The U.S. Beef Industry," 2004 Annual Meeting, February 14-18, 2004, Tulsa, Oklahoma 34694, Southern Agricultural Economics Association.

    More about this item

    JEL classification:

    • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q17 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agriculture in International Trade

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