Scale and Scope Effects on Advertising Agency Costs
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- Mohammad Arzaghi & Ernst R. Berndt & James C. Davis & Alvin J. Silk, 2008.
"Economic Factors Underlying the Unbundling of Advertising Agency Services,"
NBER Working Papers
14345, National Bureau of Economic Research, Inc.
- Mohammad Arzaghi & Ernst Berndt & James Davis & Alvin Silk, 2009. "Economic Factors Underlying the Unbundling of Advertising Agency Services," Working Papers 09-15, Center for Economic Studies, U.S. Census Bureau.
- Sharon Horsky, 2006. "The Changing Architecture of Advertising Agencies," Marketing Science, INFORMS, vol. 25(4), pages 367-383, 07-08.
- Sharon Horsky & Steven C. Michael & Alvin J. Silk, 2008. "The Internalization of Advertising Services: An Inter-IndustryAnalysis," Harvard Business School Working Papers 09-007, Harvard Business School.
- Alvin J. Silk & Ernst R. Berndt, 1994. "Costs, Institutional Mobility Barriers, and Market Structure: Advertising Agencies as Multiproduct Firms," NBER Working Papers 4826, National Bureau of Economic Research, Inc.
- Cockburn, Iain M. & Henderson, Rebecca M., 2001. "Scale and scope in drug development: unpacking the advantages of size in pharmaceutical research," Journal of Health Economics, Elsevier, vol. 20(6), pages 1033-1057, November.
- Elie Ofek & Miklos Sarvary, 2001. "Leveraging the Customer Base: Creating Competitive Advantage Through Knowledge Management," Management Science, INFORMS, vol. 47(11), pages 1441-1456, November.
- Alvin J. Silk & Ernst R. Berndt, 2003. "Scale and Scope Economies in the Global Advertising and Marketing Services Business," NBER Working Papers 9965, National Bureau of Economic Research, Inc.
- Anthony Dukes & Esther Gal–Or, 2003. "Negotiations and Exclusivity Contracts for Advertising," Marketing Science, INFORMS, vol. 22(2), pages 222-245, November.
- Alvin J. Silk & Charles King III, 2008. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality," Harvard Business School Working Papers 09-044, Harvard Business School.
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Keywordsadvertising agency; scale and scope economies;
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