EVALUATING GENERIC MILK PROMOTION EFFECTIVENESS WITH AN IMPERFECT COMPETITION MODEL

Authors
SUZUKI N KAISER HM LENZ JE KOBAYASHI K FORKER OD
Citation
N. Suzuki et al., EVALUATING GENERIC MILK PROMOTION EFFECTIVENESS WITH AN IMPERFECT COMPETITION MODEL, American journal of agricultural economics, 76(2), 1994, pp. 296-302
Citations number
17
Categorie Soggetti
Economics,"AgricultureEconomics & Policy
Journal title
American journal of agricultural economics → ACNP
ISSN journal
00029092
Volume
76
Issue
2
Year of publication
1994
Pages
296 - 302
Database
ISI
SICI code
0002-9092(1994)76:2<296:EGMPEW>2.0.ZU;2-S
Abstract
A framework is proposed for incorporating the degree of market competi tion in evaluating milk promotion effectiveness. The imperfect competi tion model allows simultaneity in price and quantity with an endogenou s fluid milk premium. The model's usefulness is demonstrated with Japa nese generic milk promotion data. Results show a conventional exogenou s-price or exogenous-premium model will underestimate returns to milk promotion.