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Evaluating Generic Milk Promotion Effectiveness with an Imperfect Competition Model


  • Nobuhiro Suzuki
  • Harry M. Kaiser
  • John E. Lenz
  • Olan D. Forker
  • Kohei Kobayashi


A framework is proposed for incorporating the degree of market competition in evaluating milk promotion effectiveness. The imperfect competition model allows simultaneity in price and quantity with an endogenous fluid milk premium. The model's usefulness is demonstrated with Japanese generic milk promotion data. Results show a conventional exogenous-price or exogenous-premium model will underestimate returns to milk promotion.

Suggested Citation

  • Nobuhiro Suzuki & Harry M. Kaiser & John E. Lenz & Olan D. Forker & Kohei Kobayashi, 1994. "Evaluating Generic Milk Promotion Effectiveness with an Imperfect Competition Model," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 76(2), pages 296-302.
  • Handle: RePEc:oup:ajagec:v:76:y:1994:i:2:p:296-302.

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    Cited by:

    1. H. W. Kinnucan, 1996. "A Note On Measuring Returns To Generic Advertising In Interrelated Markets," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1‐4), pages 261-267, January.
    2. Simeone, Mariarosaria & Marotta, Giuseppe & Rotondo, Giacomo, 2015. "Competitive strategies in the Italian pasta industry," Agricultural Economics Review, Greek Association of Agricultural Economists, vol. 16(1), pages 1-15.
    3. Yoris A. Au, 2009. "Credit Card Payment Processing in Electronic Commerce: An Analysis of the Bucket Pricing Strategy," Working Papers 0091, College of Business, University of Texas at San Antonio.

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