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Optimal Generic Advertising under Bilateral Imperfect Competition between Processors and Retailers

  • Chung, Chanjin
  • Eom, Young Sook
  • Yang, Byung Woo
  • Han, Sungill

The purpose of this paper is to examine the impact of bilateral imperfect competition between processors and retailers and of import supply on optimal advertising intensity, advertising expenditures, and checkoff assessment rates. First, comparative static analyses were conducted on the newly developed optimal advertising intensity formula. Second, to consider the endogenous nature of optimal advertising, a linear market equilibrium model was developed and applied to the U.S. beef industry. Results showed that the full consideration of retailer-processor bilateral market power lowered the optimal values of assessment rates, advertising expenditures, and advertising intensity for the checkoff board while consideration of importers increases the optimal values. The results indicate that ignoring the import sector in optimal generic advertising modeling should underestimate these optimal values, while ignoring the bilateral market power between processors and retailers overestimates the values.

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File URL: http://purl.umn.edu/149582
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Paper provided by Agricultural and Applied Economics Association in its series 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. with number 149582.

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Date of creation: 2013
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Handle: RePEc:ags:aaea13:149582
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  1. Griffiths, William E. & Zhao, Xueyan, 1999. "A Unified Approach To Sensitivity Analysis In Equilibrium Displacement Models: Comment," Working Papers 12950, University of New England, School of Economics.
  2. 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.
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  8. Grossman, Gene M & Shapiro, Carl, 1984. "Informative Advertising with Differentiated Products," Review of Economic Studies, Wiley Blackwell, vol. 51(1), pages 63-81, January.
  9. Digal, Larry N. & Ahmadi-Esfahani, Fredoun Z., 2002. "Market power analysis in the retail food industry: a survey of methods," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 46(4), December.
  10. Villas-Boas, Sofia B., 2006. "Vertical relationships between manufacturers and retailers: inference with limited data," Department of Agricultural & Resource Economics, UC Berkeley, Working Paper Series qt0z26d2v9, Department of Agricultural & Resource Economics, UC Berkeley.
  11. Chanjin Chung & Emílio Tost�o, 2012. "Effects of horizontal consolidation under bilateral imperfect competition between processors and retailers," Applied Economics, Taylor & Francis Journals, vol. 44(26), pages 3379-3389, September.
  12. Brester, Gary W & Wohlgenant, Michael K, 1993. "Correcting for Measurement Error in Food Demand Estimation," The Review of Economics and Statistics, MIT Press, vol. 75(2), pages 352-56, May.
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  14. Greg Shaffer, 1991. "Slotting Allowances and Resale Price Maintenance: A Comparison of Facilitating Practices," RAND Journal of Economics, The RAND Corporation, vol. 22(1), pages 120-135, Spring.
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