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Strategic advertising policy in international oligopoly markets

Author

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  • Elizabeth Schroeder
  • Victor J. Tremblay

Abstract

Strategic trade policy has become an important tool used by countries to increase domestic welfare. Ma and Ulph (2012) further this discussion by analyzing strategic advertising policy in international oligopoly markets. They find that it is always optimal for a home government to subsidize advertising for exports, whether firms compete in a Cournot- or Bertrand-type game. By extending their analysis to include the Cournot-Bertrand model, we find that an advertising subsidy is not always optimal for the home country. In some cases, the optimal strategic policy is an advertising tax.

Suggested Citation

  • Elizabeth Schroeder & Victor J. Tremblay, 2016. "Strategic advertising policy in international oligopoly markets," The International Trade Journal, Taylor & Francis Journals, vol. 30(1), pages 3-13, January.
    • Handle: RePEc:taf:uitjxx:v:30:y:2016:i:1:p:3-13
    DOI: 10.1080/08853908.2015.1077756
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    Cited by:

    1. Qi Duan & Jie Ma, 2017. "A Note on Optimal Industrial Policy Towards Bertrand Homogeneous Duopoly," Australian Economic Papers, Wiley Blackwell, vol. 56(4), pages 292-303, December.
    2. John Gilbert & Onur A. Koska & Reza Oladi, 2023. "Foreign market entry, upstream market power, and endogenous mode of downstream competition," Review of International Economics, Wiley Blackwell, vol. 31(1), pages 341-362, February.
    3. John Gilbert & Onur A. Koska & Reza Oladi, 2022. "International trade, differentiated goods, and strategic asymmetry," Southern Economic Journal, John Wiley & Sons, vol. 88(3), pages 1178-1198, January.
    4. John Gilbert & Onur A. Koska & Reza Oladi, 2020. "International Trade, Upstream Market Power, and Endogenous Mode of Downstream Competition," Working Papers in Economics 20/22, University of Canterbury, Department of Economics and Finance.
    5. John Gilbert & Onur A. Koska & Reza Oladi, 2020. "Product Quality and Strategic Asymmetry in International Trade," Working Papers in Economics 20/05, University of Canterbury, Department of Economics and Finance.

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